Your Most Precious Business and Life Asset

This page could be defined with ONE WORD—WHY—but we have decided to provide additional context with the intention of bringing meaning to the beginning of the Synduit Communication Paradigm.

The intention of WHY is to gain clarity of why you do, what you do because your audience will only purchase your “WHAT” (product, service, opinion, etc.) if they understand WHY you are offering this in the first place. Your WHY is at the foundation of all your actions, inactions, thoughts, words, and anything that you do in your life, but without a strong sense of consciousness of your WHY, your efforts will be haphazard and the results will be by chance. Remember, every action requires an intention, because an action without an intention will lead to a result without an achievement.

The Strategy

Discovery of your WHY has the potential to be the most challenging and fear evoking experience one might endure in their lives, but at the same time, it is also the most liberating once this asset is acquired. We use the word “asset” for a reason because all of the gold in the world means nothing without a strong sense of WHY, as in why you do, what you do.

Your WHY in business is the same as your WHY as a parent, which is the same as your WHY as a spouse, your WHY as a child, and your WHY as a friend. WHY is the place that you can begin to default to when faced with uncertainty because YOUR TRUTH is rooted in your WHY.

Think about the powerful organizations in this world and the way they have created a MOVEMENT for their audiences.

The perfect example is APPLE computers, which happens to have crystal clarity of their WHY and guess what, “IT HAS NOTHING TO DO WITH COMPUTERS, MONEY, OR SUCCESS!” The why for APPLE is to lead innovation, and as a result, all of their actions are congruent with this underlying mission. On the other end of the spectrum is DELL COMPUTERS, whose why is hazy and the outcome is action without intention. Dell decides to create an MP3 player (only because the IPOD was changing the face of the music industry), which happened to fail miserably, because they never truly defined why they were doing it in the first place (other than to piggy back on the success of APPLE).

This holds true for most individuals as well because when we are faced with communicating WHAT we do, we default to using our label. “I am an attorney, I am a chiropractor.” Nothing about the “what” is inspiring, nothing about the “what” is interesting, and most importantly, nothing about the “what” distinguishes you from someone else who shares the same “what.”

When we look at the “what’s” of others and then attempt to mimic these actions because they seemed to have worked, we fall prey to losing ourselves in the abyss of attempting to “fit in.” Realize Apple has NO COMPETITION, whereas DELL competes with HP, IBM, SONY, etc. This is why APPLE is in a league of its own and can charge more money for their products because people are not purchasing a computer, but rather, they are investing in their WHY! Therefore, the only way to access WHY is to remove whatever limitations stand between YOU and what you are looking to achieve in this world.

Some could say that WHY is abstract and subjective, but these people are also probably afraid to look within for the answer, because there is nothing more valuable and substantial than WHY. Understand that whether you believe in this theory or not is completely irrelevant, because everyone has a WHY, the issue instead is the inability to access YOUR WHY, which is unique to you and only you.

Therefore, if anything from above piqued an interest, then we encourage you to visit www.intentionstatement.com in order to participate in the ISDC which has helped 1,000’s of business owners gain clarity of their why.

Remember, EVERYTHING starts with WHY!