What’s Your Why? Uncover the Driving Force Behind Your Business

March marks a turning point—winter is fading, spring is on the horizon, and with it comes a natural shift toward renewal. It’s the perfect time to reassess, refocus, and refine your go-to-market strategy. As you navigate the whirlwind of deadlines and customer expectations, it’s easy to get caught up in the what and how of marketing. But have you taken a moment to ask why? 

 At Joanne Gore Communications (JGC), we know that the most successful businesses aren’t just reacting to market changes, they’re driven by a purpose that defines their every move. This month, inspired by Chapter 6 of Thriving in Chaos: Lessons Learned as a Corporate Marketer, we’re diving into the power of knowing your “why” and how it can transform your marketing, and ultimately your bottom line. 

Why Your ‘Why’ Matters More Than Ever 

Companies that have a clear and purposeful brand strategy make confident marketing decisions, stay ahead of trends, and invest in efforts that drive meaningful results. 

Think about the last time you made a major business decision. Did you base it on immediate needs, or did you consider how it aligned with your brand’s bigger purpose?  

Your why is more than a tagline or a mission statement collecting dust on your website. It’s the heart of your brand and the reason customers choose you over the competition. 

Get to the Real Problem 

We see it all the time: businesses come to us asking, “Do you do PR?” when what they actually mean is, “Can you write a press release?” 

This subtle difference is huge. If you don’t take the time to dig deeper, you risk spending time and money on the wrong solutions. It’s like going to a doctor and asking for painkillers when without a diagnosis of the underlying issue. 

Asking why repeatedly helps uncover the root problem. Are you looking for PR because you need media coverage, or because your messaging isn’t resonating? Do you need a website refresh, or do you need to redefine who you help, how you help, and why it matters?  

Marketing without a clear goal is like setting off on a road trip without a map. You might enjoy the ride, but you’ll waste a lot of time (and gas!) getting nowhere.  Once you pinpoint the real challenge, you can make smarter, more effective marketing decisions that lead to tangible results. 

The WHY is the most important question you can ask – or answer – throughout the prospect-to-customer journey.

At JGC, we believe that marketing should never be an afterthought—it should be intentional, strategic, and aligned with real business objectives. Before launching any campaign, ask yourself: 

•  What does success look like? 
• How will we measure it? 

• Are our marketing efforts actually supporting our business goals? 

When you define success first, you ensure every marketing dollar spent is a step toward meaningful growth. With a strong strategy in place campaigns gain traction, delivering impact and measurable success.  

Your Brand’s ‘Why’ is More than Your Mission Statement

Your brand’s why is about making an impact—helping people, solving problems, and creating meaningful value that goes beyond the bottom line. While those things are of course important, your why needs to be centered around the impact you create. It’s all about who you help, how you help them and why it matters.   

 A strong why creates: 

• Clear, consistent messaging that resonates. 

• Marketing efforts that align with business goals. 

• A deeper emotional connection with your audience. 

 For example, at JGC our why is simple: we help your business do more business.   

We help B2B companies stretch their marketing dollars and attract a new generation of business with programs that generate awareness, engagement and growth.   

 We’re not just marketers—we’re storytellers, connectors, and problem-solvers. We help our clients cut through the noise and make an impact in an increasingly digital world. And that why drives everything we do. 

 🤸 Joanne’s Tip for Better Business 

Want to put this into action today? In this month’s Tip for Better Business, Joanne Gore reminds us to make sure your website clearly states your why (who you help, how you help, and why it matters) within the first five seconds of someone landing on your homepage. 

Visitors shouldn’t have to dig to understand what you do—your value should be obvious from the moment they arrive. If it’s not, it’s time for a messaging refresh. 

 READ MORE: The ROI of a Messaging Playbook – A Case Study 

 So, what’s your why? If you’re not sure, we can help you find it. 

 This blog is brought to you by Chapter 6 of Thriving in Chaos: Lessons Learned as a Corporate Marketer, available on Amazon and Barnes and Noble.