Susan Koger argues that emotional purpose is what drives successful entrepreneurship. Understanding the emotional core of your business helps you connect with customers and align your team around something that matters beyond profit.
The emotional core of what you do, like, the purpose of what you do as an entrepreneur is really important, and that's really what endures. I think part of this is it's not just external. It's not just that the emotional core of what you do connects your customers to you, but it's internal as well. Like, your purpose is what connects your team to the work. It's what makes employees, like an actual team, an actual company. It's what makes everyone move in the same direction. And I think that at ModCloth, our purpose is really defined on understanding our audience. We know that if you ask women, this study showed that 96% of women say that what they say, that they agree with the statement that what you wear affects how you feel. Right. And that's more than dresses. Like, it's more than just a transaction. And, like, being able to connect to that, I think has been, like, externally and internally has been one of the most valuable things that we've done as a company. So understanding. So it's important to understand your audience. And I feel like there are. When I've talked to other entrepreneurs about this, I hear, like, what if I'm in a B2B business? I'm not dealing with an audience like yours that has this sort of emotional need for product. But it's not just about, like I said, it's not just about external. It's about internal as well. Right. And I think, like, when you think about companies that are. That really endure and that people love and people love working at, it's having a purpose that's more than just like, we're going to grow quickly and we're going to make money. Like, you need to think about. And I have not come across a business yet that doesn't have some sort of emotional core that doesn't make people's lives better in some way, that doesn't serve some purpose. Even if you are B2B, like, you're helping those other employees, the other employees of those other businesses be more efficient, do better at their jobs. Like, there is an emotional core there, and I think that getting to it is really important.
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