Normally at the end of year I would write a post about getting your marketing plan and budget in shape for the coming year. Not this time. This time I’m going to ask a simple question… Why do you exist? Or, more specifically… Why did you start a business in the first place?

The obvious answer for most is to make a profit selling a product or service. Some may even say it’s to make a profit doing something they are passionate about. But, that’s not really why your business exists. As Simon Sinek describes it in his book Start With Why, why your business exists is "The problem it set forth to solve or the change it wanted to make." It is not your strategies or your goals, it is your reason for being.

This reason must lie outside the business itself. It must lie in society, because business is a major force in shaping society. No, I’m saying that all businesses must be philanthropic in nature — but wouldn’t that be wonderful — what I’m saying is that your reason for existing as a business is to make an impact on society. This impact may come in the form of helping underprivileged children get shoes on their feet. It may be that you intend to change how the world uses computers. Or it may be something more practical like helping dog owners find a good place to eat. Whatever the case may be, this is the reason that drives your business. this is why you exist.

Why does Catch Light Productions exist? That’s an easy one. We want to help small businesses stop settling for less when it comes to their marketing — to fill the gap between modest budgets and outstanding results. We achieve this by remaining lean and pulling together specialized teams to match the specific needs of each individual client.

So, as the new year approaches take some time to think about why you exist. When you realize your reason for existing, the game changes. Your marketing efforts will seek to fill a valid and well defined need rather than simply persuade a consumer to make a purchase.