In my 30 years in the financial services business, I have worked with some brilliant people. One of them is Katrina Turner, who is a top digital marketing professional for Fortune 500 companies.
As I was working with Katrina on a shared project, I learned a lot from her. One of her guiding rules is “Always Ask Why.” What she means by this is:
Katrina says there is no activity, no campaign, no move that you as a business owner make, or your company makes, that should not have the “why” figured out ahead of time. You should not make a move unless you find the “why” first.
- Why are we doing this thing?
- What is the end result?
- How will it be profitable, better for our clients, better for our employees, better for our vendors, etc.?
- What are we accomplishing with this move, and why does that result matter?
You should always document your "why." For example, when my team and I were considering writing blog posts, we discussed the “why.” Why am I writing this? Our “why” is:
- To attract readers to our blog.
- To create trust with you, the business owner.
- This trust will lead to longer conversations with you.
- Those conversations will lead to business opportunities.
- To sharpen our knife.
- The more we research and think through these blog topics, the more we learn about, and become better at, our craft.
Ultimately, finding the answer to your “why” will take time. You will not jump into the activity without a bit of thought. This is intentional. The time spent in ahead of the task, is a better investment of time than shooting from the hip and cleaning things up later.
Said another way: “Be very clear about every activity.” OR “Always have an end result.”
You will ultimately save time, money, resources, and build trust with your internal and external clients because you are not wasting their time on things you have not thought through yourself.
I will share other insights from Katrina in future articles, including why sales is a series of mechanisms, how to not get lost in "maybes," and how to create scarcity - so keep following this page!
Here at Prosperity Advisors, we work with business owners to help them find their “why” for their business and for their families. After all, we are at the intersection of business and family. Give us a call!