Our office recently saw a TED Talk by Simon Sinek on “How Great Leaders Inspire Action”. To summarize, he talks about a concept he came up with called the Golden Circle. There are three layers to a company; the outside layer is the “What”. What do you do and this could be a personal question or a business one. The second layer is the “How”. Finally, the most important and hardest question to answer is “Why”. When a business or individual can portray the “why”, they will gain followers that believe in that vision and the examples that Simon uses are Apple, the Wright Brothers, and Martin Luther King Jr.
His Ted Talk inspired us to look within and answer the “why” for our company.
At the end of the presentation all we could think about, in regards to our company and who we serve, was the tag line for Zalinsky Auto Parts. To the best of our knowledge, this isn’t a real company but a fictional one in the movie Tommy Boy. Yes, the movie with the late (and hilarious), Chris Farley. The tag line for that company was “I make car parts for the American working man, because that’s what I am, and that’s who I care about.” Although we are not an auto parts store, we can empathize with that saying. We market for small businesses because that’s what we are, and that’s who we care about.
As a business, especially a small one, knowing the “why” is crucial to promoting your business. Now while the conversation about the “why” is not as funny as the plot to Tommy Boy, there are some serious business lessons that help in getting to the Why.
Connect Businesses to New Customers: The search engines can be seen as a meeting point between two different audiences. To the person with the blank search box on their screen, they are looking for a specific product or service such as the Brake Pads that Callahan Auto sells. On the other end of this are advertisers looking to sell their product. If Tommy Boy were to be re-made today, they could utilize Google AdWords to find customers to buy these brake pads as the search results serve as a meeting area to connect businesses that provide a product or service to the individuals looking to purchase said products or services. Helping clients to utilize these marketing channels excites us because it helps us improve the quality of life for consumers while helping our clients grow their business.
Allow You Time To Focus On Business Items: If Callahan Auto were to operate by today’s rules, they would be able to outsource the digital marketing needs of their business to experts such as us. This would free up time in their schedule to grow the brake pad division and to explore other items to sell within the Callahan Auto line or even time to discuss ideas for other businesses to open. One Why within our world that we take pride in is helping to keep this part of their business in good hands as this additional time saved can be used to focus on other areas of their business.
While Tommy Boy and TED talks are two things that are typically not mentioned in the same sentence or the same article, the principles of getting to the Why ultimately played a major factor into the plot of the movie and if Digital Marketing was as prominent in 1995 as it is today, we would welcome the opportunity to manage the digital advertising for Callahan Auto Parts to get their name out to potential customers and give Tommy Callahan III additional time to focus on growing other parts of the business.