Great startups address a fundamental question: “Why?” They identify a need and define a purpose – to
solve a problem or fulfill a desire. Every organization, from a corner store to a technological giant, exists
for this reason.
But purpose alone isn’t enough. Once the need is identified, the entrepreneur needs a strong answer to
the “how” question. How will this need be addressed most effectively? A well-defined strategy,
essentially the “how” translated into action, is the key to success. Think of Uber – it addressed the need
for convenient transportation by creating a superior solution to taxis.
Building a Case for the “Why”
Entrepreneurs must validate their ideas through a reality check – a business plan that tackles all the
“how” questions. But before diving into the specifics, it’s crucial to build commitment to the core idea,
the “why.” This is where passionate storytelling and a clear vision come in.
The “How” as Enabler
Successful ideas aren’t just about identifying a need; they’re about addressing it in the most compelling
way. The “how” strengthens the “why.” Imagine two restaurants serving Italian food. One might offer a
basic menu, while the other focuses on fresh, local ingredients and a unique dining experience. The
second restaurant’s “how” elevates its “why” – the basic need for food.
The Delicate Balance: Why Timing Matters
However, an overemphasis on the “how” too early can stifle creativity. New ideas are fragile, and a
barrage of “how” questions grounded in logic can extinguish the emotional spark that ignited the “why”
in the first place. Imagine a child eager to build a sandcastle. If bombarded with questions about
foundations and structural integrity before even gathering sand, the enthusiasm might fizzle out.
The Right Sequence for Success
The “why” and “how” questions are a powerful duo, but the order matters. Here’s the key:
● Start with the “Why”: Every idea begins with a purpose, a need to be addressed.
● Build Commitment: Let the entrepreneur develop a strong belief in the idea before delving into the
nitty-gritty.
● Introduce the “How” Strategically: Once the “why” is robust, well-crafted “how” questions can
refine the approach.
● Reality Check: Finally, a thorough business plan, addressing all the “how” questions, ensures the
idea can translate into a viable business.
The Takeaway
The “why” and “how” questions are the cornerstones of successful startups. By asking them in the right
sequence and with the right nuance, entrepreneurs can translate their vision into a thriving
organization. Remember, a passionate “why” fueled by a well-defined “how” is the recipe for building
something truly remarkable.
