DI is going through changes. We’re changing our look, our messaging, and just about anything that our customers see from us. It’s just time – our website is stale and the content doesn’t reflect how we work with customers to transform their businesses with Salesforce, and I find that the more I talk about what we do at Delivered Innovation, the more I realize that we truly are doing things in new ways that separate us from “traditional” salesforce.com partners.
We have been working with the amazing team at Design Cloud Chicago on this rebranding effort, and in a brainstorming meeting early in the process, it became apparent that I had no interest in talking about “what” DI does – i.e. our capabilities and services related to business process design and Salesforce technical design and implementation. I was more interested in telling the stories behind how our work had allowed customers to leverage Salesforce to do business in new ways, and I was especially excited by the way in which making our customers successful energized the DI team and had become the foundation for our company culture.
After avoiding the subject of “what” we did enough times, Nick from Design Cloud leaned forward asked me if I had ever heard of Simon Sinek or had seen his Ted talk. I hadn’t. But based on Nick’s enthusiastic connecting of the dots between what I was trying to articulate and Sinek’s message of “Start With Why,” I knew that I needed to look into it.
Before that brainstorming meeting had ended, I had bought and downloaded “Start With Why” to my iPad. I was immediately absorbed by it, and I couldn’t stop reading this amazing book…which had somehow found a way to articulate DI’s complex concept of how we align around a vision or a higher purpose to find the inspiration to do great things for our customers. There isn’t a day that goes by where I don’t reference Sinek’s message when explaining to someone why we do what we do.
What I have discovered in recent weeks is that now that I know how to articulate this concept that had eluded words for so long, the core DI message comes out in every single customer interaction that we have. Don’t get me wrong, “Why?” has been my response to just about everything I’ve heard during my career, but now I can trace “Why” all the way to the “How” and the “What” that we do and what we are doing with our customers. It has been an incredible awakening to say the least.
When I think about all of the Salesforce projects going on right now that started with the “What” – i.e. the raw, dry technical requirements – I can imagine the lack of focus, clarity, and motivation that plagues many of them.
Starting with “Why” allows us to envision the finish line and align the project team around a business outcome rather than a list of undifferentiated deliverables. Starting with “Why” allows us to see what is possible without constraining thinking to a myopic focus; it allows us to work together to achieve an outcome that benefits everyone involved, most importantly our customers.
All of us in the salesforce.com partner community can do the “What.” We all have capabilities for configuring Salesforce or developing on the Salesforce Platform. But how many of us are doing the right things for our customers because we took the time to uncover the “Why” behind a particular business problem or opportunity?
I am a believer in “Why.” Everyone at Delivered Innovation is driven by our “Why” – the success of our customers. I can’t wait to see how we can convey this in our branding and our messaging – it is a great story to tell, and it took Simon Sinek to help us tell it in a way that captures the passion and drive behind what we do.
Does your organization start with “Why?” What are your thoughts? Leave a comment here or send me a tweet @topalovich.