The Authentic Why Process

We have a ton of stuff happening at B&A this new year. And we have been taking some time to really focus on the company and try and create some new systems and models. While going through this process, I was asked the question, "why are we the next big thing in the marketing world?" I had to come up with an answer. And fast. While I'm very good at explaining to people what B&A is and stands for, I had never really coined a term for it. And while I was writing a one page synopsis of it all, I found it. We work in the "authentic why."

WTF is that? Let me explain a little better how this came about. I have been obsessed with TED Talks lately and I came across one with Simon Sinek called How great leaders inspire action. The big take away in this talk is that "people don't buy what you do, they buy why you do it." Its a simple enough concept. But so many businesses don't approach their marketing or communications this way. They tend to take the status quo route because we are trained to be normal and blend in with everyone else.

I took this "why" concept and made it my own. I have said it before and I'll say it again, I believe that to be successful you have to be true to who you are. I have talked about transperancy as a marketing strategy before and letting that drive marketing and brand communications and company culture. So, I took Simon Sinek's concept on people buy "why" and my believe that you should be true to your inner rockstar and came up with the "Authentic Why Process" that B&A follows. I mean it is natural that the two go hand in hand with one another. Not only do we follow it internal for ourselves, but this the process that we lead our clients through to discover their culture and build their brands. It's who you are. Why you do what you do. What you believe. It's those words that you keep saying over and over again and don't know you are saying them. It's our job to spot those trends that you already know. We just string the themes together to make the story. The story of you and why you believe in what you do.

Do you ever wonder why some people are so successful just by showing up and it seems so effortless for them? Here you are and it's so hard and you just can't seem to be as happy as they are. It's because you are trying to be them, which works for them but isn't you. People see right through that and won't buy what you are selling if you don't believe. Once you believe, then you have to tell them why you believe it. That's the Authentic Why Process. We just help find it and facilitate it. We have always worked in this format but have never really given it a name or its own "brand" to be able to explain it in simple terms. We want to know, what is your authentic why?

Hello World ... I'm NOT Perfect!

Strange thing happened this week. We got fired. Yep. It happened. I can come up with all kinds of excuses as to why it wasn't our fault - the client was unhappy with the copy and we didn't write it, the client wanted to work with someone local and we are far away, the client wanted to work with a consultant that specialized in their industry and we are a general marketing firm, the client is bat shit crazy, etc., etc,. etc. You get the point. But it doesn't matter, the fact of the matter is we were FIRED. That wasn't the really strange thing that happened though.

I don't know if you noticed or not from my post last week but I've been feeling sorry for myself here lately. Moi!?!? Yes, me (so, sue me for not always being happy and being a little selfish). And just when I think my world couldn't get any worse, I get the call. YOUR FIRED! Total Donald Trump style too (not really but that doesn't make for an interesting enough story). Are you freakin' kidding me? I don't get fired, I'm Ronii Bartles and nothing I do is ever wrong and I'm PERFECT, which negates me from ever being fired because everyone LOVES me. Apparently, that's not so. Not everyone loves me. Now, I'm devasted.

So here we are (I'm going to say we because I do have a business partner, an associate and an intern to think about) and we are all pissed off and upset. Why? Because its been a shitty week, that's why. And then the strange thing happens. A client Skypes me saying, "are you busy?" Me: "No, what' up?" The client admits to me that they are completely overwhelmed and sad because they can't get caught up and don't know what to do with their business and are just so busy but not making any money so what's the point? I sat down and I took the time to talk with them and admit that as put together as I may seem to everyone on the outside - I'm NOT perfect! I know how they feel more than they even know. I get overwhelmed, stressed, depressed, happy, excited and back to depressed again and that's all in one day. Yeah, everyone on the outside might think that I'm well put together and can handle anything with grace. Well, honestly, Allen has to put up with the crazy me coming home crying because things didn't go according to my "master plan" (picture me using my jazz hands here) and now I'm overwhelmed and stressed and he just has to deal with me upset and crying while I'm making dinner. Boy does Allen have some stories about me not being perfect, but we are going to leave him out of this right now because who are we kidding, I'm perfect!

No one really sees that side but its there because I'm human too. I was really glad I opened up to them about the fact that I'm not as put together as everyone might think and I think they respect me even more for my honesty and openness. That's the thing, this whole business and life thing is about being genuine and honest. Yeah, I'm not perfect (I like bad pop music and Bud Select 55) and, yeah, I got fired this week. But that's ok - it just opens up room in my life for something better to come along.

I want to know, are you perfect? If so, what's the secret and how much will it cost me to find out? If not though, what's your dirty little secret that the world should know. Mine? I'm not perfect. And you know what? Its ok!