Discovering your ‘why’ in business is essential to long-term success.<\/p>\n
Around ten years ago, I worked with a fantastic branding expert, Liat Kotner. We were trying to create a logo and slogan for my growing brand, “Doctor Persuasion.” What I thought would be a quick, simple process turned out to be complex, fascinating, and even life-changing.<\/p>\n
Why?<\/strong><\/p>\n Because Liat asked me, “What is it you actually do for people?”, <\/em><\/strong>in other words, she led me to “d<\/em>iscovering your why in business”.<\/em><\/p>\n Initially, I came up with technical answers like, “I meet with them,” “I explain how to persuade others,” “I write content for them,” or “I guide them in sales.”<\/p>\n But Liat pressed me, “Not what you do or how you do it. Why<\/em> would people come to you? What\u2019s the common thread between all your activities \u2013 workshops, lectures, consulting, books \u2013 and the varied audiences you serve?”<\/p>\n I struggled to answer…<\/p>\n This began an enlightening journey of several weeks, multiple meetings, and discussions.<\/p>\n In the end, we came to a conclusion: I help people succeed in situations that require interpersonal skills, sales, marketing, persuasion, and public speaking. In other words, I increase people\u2019s chances of success in job interviews, sales calls, marketing campaigns, presentations, investor meetings, and more.<\/p>\n From these insights, the slogan that accompanies me to this day was born: “Doctor Persuasion \u2013 Leading to Success from the Start.”<\/p>\n Fast Forward Two Years<\/strong><\/p>\n In 2014, I wanted to run a crowdfunding campaign for my new book, You\u2019ve Persuaded Me Again!<\/em> Crowdfunding was still new in Israel; few people were doing it, and I knew little about it.<\/p>\n So, like a good student (every expert is always a student first), I started learning and ‘discovering your why in business’, as Liat told me to. I spoke with people who had run campaigns, read books on crowdfunding, watched YouTube lectures, and more.<\/p>\n One of the first things I learned was that I needed to understand my values and the values my book represented.<\/p>\n It sounds odd, right?<\/p>\n \u201cWhat values does my book represent?\u201d<\/p>\n Who thinks about that while writing?<\/p>\n This was my sixth book in Hebrew, and I\u2019d never considered the values my books represented. This led to several weeks of further reflection and discussions to clarify the values of my \u201cDoctor Persuasion\u201d brand and my new book.<\/p>\n It wasn\u2019t an easy process. It required real soul-searching and an honest look at my core values. I came to understand that my guiding values are transparency, creativity, optimism, reliability, and initiative.<\/p>\n