Stop Competing on Price. Find Your Why - Ep #53
You try to stand out by being better, faster, or cheaper but it feels like a never-ending race. And it’s exhausting.
There is a deeper way to stand out and attract clients who value your work, starting with your WHY.
In this podcast episode, I speak with a certified Simon Sinek WHY Coach - Lucy Cronly, about how understanding your WHY help uncover blind spots, create clarity, improve decisions, and strengthen your message.
When your WHY is clear, your marketing connects, your confidence grows, and you attract better clients, the ones who gladly pay and happily recommend you.
About Lucy:
Lucy Cronly is a Life Coach, Simon Sinek Accredited "Find Your Why" Coach, speaker, and author of “The Right Shoes – A Journey of Self-Discovery and Meaningful Connections”. She helps individuals uncover their deeper purpose, align their actions with their values, and build cultures rooted in clarity and belonging.
Contact Lucy:
Website: www.lucycronlycoaching.ie | LinkedIn
LISTEN TO THE FULL PODCAST EPISODE:
EPISODE SUMMARY:
You didn’t start your business just to sell a service.
You started it because you believe something should be better.
Because you care.
And yet… when you look at your website, it mostly talks about what you do and how.
That’s where many small business owners get stuck.
In this podcast episode, I sat down with Simon Sinek’s idea of the Golden Circle as our foundation, and together with Lucy Cronly we explored how communicating your “why” can transform your brand message, your website copy, and the way clients connect with you.
Let’s break it down.
What is the Golden Circle (and why it matters for your business)?
Simon Sinek’s Golden Circle is simple:
Why – Your purpose. Your belief. The reason you exist.
How – The way you do things differently.
What – The product or service you sell.
Most small business websites start with the what:
“I design websites.”
“I offer coaching.”
“I sell courses.”
But people don’t buy because of what you do.
They buy because they believe what you believe.
When you clearly communicate your purpose as a business owner, you:
Build trust faster
Attract aligned clients
Stand out in a crowded market
Inspire action instead of just interest
That’s powerful marketing.
Why Small Business Owners Struggle to Communicate Their “Why”
You’re busy.
You’re working with clients.
Managing your home.
Trying to post on Instagram.
Updating your website at 10pm.
So your messaging becomes practical and safe.
But safe doesn’t convert.
Your “why” often lives quietly in your heart. It rarely makes it to your homepage.
And when your website only talks about what you do, it will sound like everyone else.
Your “why” is what makes you different.
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How to Discover Your Personal “Why”
Lucy shared that it can be quite difficult to discover your “Why” yourself. But some of the questions that you can start to ask yourself are:
What lights me up in my business? What makes you think, “I could do this for free”?
What drove me to start it? (Not money - there are easier ways to make money)
What do I deeply value about the work I do? What feels meaningful? What feels better because of my work?
Lucy described her own “why” as listening with heart, head, and gut to help people build meaningful connections.
Notice: that’s not a job title.
It’s a belief.
And beliefs are magnetic.
Aligning Your “Why” With Your Business
Here’s where this becomes practical for small business owners.
Your personal “why” should influence:
Your website messaging
Your brand values
Your offers
Your client experience
Your marketing strategy
If your business grows but drifts away from your original belief, you lose energy.
You start feeling:
Tired
Disconnected
Slightly resentful
Unsure why things feel heavy
That’s often not a strategy problem.
It’s an alignment problem.
When your business reflects your deeper belief, work feels lighter. Clearer. More focused.
And your clients feel it too.
How to Communicate Your “Why” on Your Website
When your website only talks about what you do, it will sound like everyone else.
Your “why” is what makes you different.
Here’s where your “why” should show up:
Homepage – Lead with belief.
About Page – The story of what drove you to start.
Services Page – Why your way of working matters.
Call to Action – Invite people who resonate with your belief.
When your messaging reflects what lights you up, your website feels alive.
Most small business websites start with:
“I offer coaching.”
“I design websites.”
“I provide bookkeeping services.”
That’s your what.
But your homepage should reflect your belief.
Instead of only saying what you do, communicate:
What you stand for
What you believe about your clients
What you believe is possible for them
For example:
“I believe business should feel aligned, not exhausting.”
“I believe women shouldn’t choose between career and family life.”
“I believe clarity creates confidence.”
Invite someone into a shared belief.
Belief creates emotional connection.
Connection builds trust.
Trust leads to inquiries.
Keep Your “Why” Human and Specific
Your “why” is not corporate language.
It’s personal.
It’s the quiet conviction that says:
“This matters.”
“I care about this.”
“I see you.”
Speak in simple words.
Write like you talk.
Be clear and honest.
Key Takeaways for Small Business Owners
If you want more leads, better-fit clients, and a website that truly works for you, remember this:
Your “why” differentiates you more than your service.
Clarity around your purpose builds trust.
Alignment between your personal belief and your business prevents burnout.
Emotional connection converts better than features and lists.
Your website should communicate what you believe, not just what you sell.
Because people don’t just buy what you do.
They buy why you care.
Your energy. Belief. Conviction.
They hire someone who sees the world the way they do.
The Real Result of Starting with “Why”
When you communicate your “why” clearly on your website:
You attract clients who align with your values
You stop trying to convince the wrong people
You feel more confident in your pricing
Your business feels lighter and more fulfilling
And your website becomes more than a sales tool.
It becomes a reflection of what you believe.
That’s what makes it powerful.
Your Next Step
If your website feels flat…
If your messaging feels generic…
If you’ve grown but your website hasn’t caught up…
It might not need more features.
It might need more YOU.
Start with your why.
Build your messaging around it.
Let your website reflect who you truly are.
Because when your business aligns with your belief, growth feels natural, not forced.
And that’s when your website becomes more than a brochure.
It becomes a bridge between you and the right clients.