Start with the Why: A Communication Strategy for Small Business Owners

Do you start with the why and ever find yourself wondering why your team doesn’t always seem motivated to carry out direction or get onboard on company decisions? You’re giving your team instructions, but something just doesn’t click? You explain what needs to be done, maybe even how to do it, yet the results fall short, or the energy isn’t quite there. You’re no alone, and the solution might be simpler than you think.

“Start With the Why”, is a simple but powerful idea, which was popularised by Simon Sinek, to inspire your team on the journey. People are more motivated when they understand the deeper purpose behind what they’re doing or what they are being asked to do. It’s not just about the task; it’s about the meaning behind the task. When people know the “why,” they care more, take ownership, and are more aligned with the vision.

Sinek puts it like this: “People don’t buy what you do; they buy why you do it.” And the same goes for your team. They’re not just following directions; they’re investing in a mission.

Why It Matters in Small Business

In small businesses, where teams are lean and resources limited, every action matters. Without a clear “why,” tasks can feel disconnected and unimportant. But when your team understands the bigger picture, their day-to-day work becomes more meaningful.

Let’s say you own a café. You could tell your staff, “Make the coffee quickly and keep the queue moving.” Or you could say, “We help people start their day with warmth, energy, and care. Our coffee is part of someone’s morning ritual.” One is a task. The other is a purpose. Guess which one inspires better service?

How to Start with the Why: Practical Tips

Here’s how to apply this to your business communications:

1. Clarify your business purpose

• Why does your business exist? What positive change do you want to make for your customers, community, or industry? Write it down, and keep it front and centre.

2. Communicate the Why regularly

• Don’t just save it for the company handbook. Reinforce it in team meetings, onboarding, and 1:1s. Make it part of how you talk about goals, challenges, and wins.

3. Link everyday tasks to the bigger picture

• If someone is restocking shelves or preparing a proposal, show how that task supports the broader mission. People will bring more care and creativity to their work when they understand its impact.

4. Ask your team for their Why.

What motivates them? Why did they join your business? Their personal connection to the work is a valuable tool for engagement.

When you lead with purpose, everything changes. Your team becomes more connected, more committed, and more capable of making decisions that move the business forward.

So next time you’re about to explain what needs to be done, take a step back and ask yourself: Have I explained why this matters? Because when your team understands the why, the how takes care of itself.

Need Help Bringing Your Why to Life? Whether it’s crafting clear messaging, guiding through change, or building aligned people strategies, we’re here to help.

Let’s chat about how we can support you. Get in touch with our team to explore tailored solutions that bring clarity, connection, and impact to your workplace communication on 1300 474 672 or book a meeting today.