The 5 Why’s Technique to Help Reveal your Brand’s “Why”
Read Time: 9 Minutes
Introduction
THIS BLOG WILL HELP YOU CRAFT YOUR BRAND’S WHY
What is a Brand’s Why?
People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” So, find your brand’s “why” and watch your customers embrace it wholeheartedly.
Why is finding your “Brands Why” so Crucial for your Business?
Your reason for why you do what you do is the overarching purpose that drives your work. It serves as the underlying foundation upon which your efforts are built. Your why is a more aspirational and general concept that directs you toward where you need to be.
Clearly articulating your why or purpose clearly is crucial for two reasons. Firstly, it grounds you by providing a solid foundation for your actions. Secondly, it inspires you by serving as a guiding light that connects you to your vision and aspirations.
When you identify you’re why in business, several benefits arise:
- You can connect with the overarching vision for yourself and your work.
- This clarity enables you to communicate your vision more effectively to audiences.
- You can maintain focus on your mission even amidst uncertainty, as you know exactly what you are aiming for.
- Staying motivated and committed to your work becomes easier when a clear sense of purpose guides you.
Your Why defines your Brands Conviction
Moreover, your why enables you to overcome any obstacle and keep the company’s purpose front and center. Your purpose signifies the raison d’être of your organization – to deliver personalized solutions that address your customers’ needs and empower them towards a better future. Additionally, the vision statement highlights the aspirations for the company’s future in 5-10 years, while the mission statement outlines the plan to achieve that vision.
Furthermore, your core values articulate your company’s beliefs and ensure that all actions- whether pivotal or trivial- align with the brand’s values. The seamless integration of your why, purpose, vision, mission, and core values into your organizational strategy is instrumental in driving your enterprise towards success over the long haul.
Every organisation knows ‘what’ they do. Some know ‘how’ they do it. But very few organisations know ‘why’ they do it. What’s your purpose? Your cause, your belief? Inspired, successful organisations all act and communicate from the inside out. Most other organisations start from the outside and work inwards.” – Simon Sinek
Some “Why” statement Examples
The subsequent examples demonstrate the conviction of Brand WHY.- Apple Computers: “Everything we do, we believe in challenging the status quo.”
- Microsoft: “To empower every person and every organization on the planet to achieve more”.
- Google: “To organize the world’s information and make it universally accessible and useful”
- Billy Adam James (My Why): “To help others to help themselves”
- Facilitating self-reliance in others.
Finding your Why
What is Simon Sinek’s Golden Circle?
Golden Circle Overview
As depicted previously, the Golden Circle encompasses the key elements of “What”, “How”, and “Why”. Moreover, this model serves as a valuable tool for brands to identify their unique sense of purpose by compartmentalizing their operations into these three sections. This approach allows for a clear understanding of the brand’s outputs, such as products or services, followed by a thorough comprehension of the processes utilized to achieve success. Ultimately, the guiding force behind a brand’s actions is rooted in their “why”; their underlying purpose for doing what they do.Find your Brand’s Why with The 5 why’s Technique
Ready to figure out your brand’s why? Then, I recommend trying out the “Five Whys” (or 5 Whys) technique. It’s a simple but effective method where you ask “why” five times to really dig down and understand the root cause of a problem or issue.
This interrogation technique will help you uncover the underlying cause-and-effect relationships behind any challenge you may be facing. Give it a try!
Step 1: Starting Point
The first step in implementing the powerful 5 Why’s technique is having a solid starting point. That’s where the Golden Circle theory comes in handy. By starting with what you know and working backward, this proven method will quickly guide you to the heart of the matter.
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- What do you do?
- How will you do it?


Step 2: The Five Why’s
Use your starting point, answer a why after another, five times to reach one of your brand’s root beliefs. Use the image as an example of how you should do it.
- Why?
- But Why?
- Really? Why Though?
- Hmmm, But Why?
- Is that your final answer? Why Though?
Step 3: Try Another Starting Point
It’s imperative that you give this process a shot from multiple starting points. Every action you take is fueled by a specific purpose – even if you’re unaware of it. In other words, regardless of the endpoint, they all should be tethered to the same root cause/belief.
- Try doing “Step 2” 3 times


Step 4: Finding the Common Denominator
Whether you know it or not, everything you do is driven by a belief. Look at the numerous 5 Why’s you’ve done and see if you can see a common pattern. Compare, get a friend to help, and use their fresh eyes to help you find something you may have missed.
Step 5: Craft Your Why

Key Takeaways
- Everything you do will be based on your company’s route belief and its conviction.
- Your Brand’s why is the base upon which everything is built upon.
- Your Why will be the driving force that empowers employees and consumers.
- People don’t buy what you do; they buy why you do it. – Simon Sinek
- Trying to get to the bottom of a problem? The 5 Why’s technique is like a detective on the case, helping you uncover the root cause of virtually anything.
Summary
WORKS CITED/ RESOURCES
- Business Purpose (/). HOW TO FIND THE “WHY” OF YOUR COMPANY? codedesign.org/
- Bruce Gil (/). How to Find the “Why” of Your Company. www.whatmatters.com/
- JOE DUDECK. (2021). How Do You Find the Why of Your Business Story? www.keyholemarketing.us/
- Kate De Jong (2020). How to Craft Your Brand ‘Why’, Vision and Mission Statements. Katiedejong.com/
- Stacey Hagen (/). How to Find Your Why in Business. www.createcoachingconsulting.com/
- Mark Paradie (2019). 5-Why Examples [The Best and The Worst!] www.taproot.com/
- RENÉE WARREN (2015). Why Discovering Your ‘Why’ Is the No. 1 Business Move. katiedejong.com/
RESOURCES
- Simon Sinek: https://simonsinek.com/
- 5-Why Examples [The Best and The Worst!] https://www.taproot.com/best-5-why-examples/