Perhaps the most profound question we can all answer is our "Why". We all get up in the morning, get ready for work, and go about our day. But why do we work where we work? And, more importantly, why should our customers spend their hard-earned dollars with us? As Simon Sinak so simply states, “people don’t buy what you do, they buy why you do it.”

Any company can search for transactions. We all know the game those transactional companies play. They prospect, identify opportunity, send the me-too samples and info, and play their game on the price court. I call these accounts easy come, easy go accounts. But these aren’t brands with value cultures; these are businesses looking to make a quick buck. Sure, the P&L will always be the scoreboard of the business, but what is the revenue-generating culture, or the "Why" in your company?

In a recent relatively high-stakes situation that most managers would lose sleep over, we discussed ways to change our internal decision-making processes in one particular area. I won't get into specifics here, but in the end, we concluded that we would continue to do the exact same thing. Why? Because our existing process was ultimately better for the customer. And over any monetary consideration, that was the most important takeaway. This situation was a breath of fresh air to me personally. It revitalized my own personal "Why".

Everything is available on the internet. There are no secrets to the "What" and "How" a company operates anymore. The secret sauce is in the "Why". Of course, we’re happy to support the me-too needs of a busy contractor, but we genuinely hope that distributors and contractors have the time to see "Why" we do what we do in the chemical grouting world.

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