Just Because

If you’ve spent much time around kids, you’ve likely experienced the “waterfall of why”.  You’re asked a question to which your answer is met with a follow up: 

Why?

You expand on your answer but are met with the same question - over and over. No matter how eloquent and well-structured (you think) your explanation may be, the response remains the same.  

Why?

Eventually, most people give up.  Their final response: “Just because”. 

“Just because” is lazy.  It’s dismissive.  It discourages curiosity and creates a roadblock to discovery.  Don’t settle for “just because”.

Asking why is important.  Answering why is critical. 

This is especially important for those looking to build a meaningful brand.  Asking (and answering) “why” helps you cut through the surface.  It forces you to dig deeper.  It’s a simple pressure test to ensure clarity in your purpose and position.

“What does the world need that your brand is uniquely able to provide?” 

Once you’ve answered that question, ask yourself “why”. 

In fact, keep asking and answering “why” until you come to a place of understanding or a place of discovery.  Discovery there’s still more work to do.  More why’s to be answered.

Both are positive.  They create a path forward, beyond complacency - where many of your competitors live, just because.