People Care About Why You Do What You Do


If you’ve watched any of our videos, read any of our blog posts, or looked at our web site you’d see that we spend a lot of time talking about why Detonator exists. You’d also learn a lot about who Chris and I are as people.

You’d also notice a disproportionate number of Cameo mentions, but that’s beside the point.

The reason we spend so much time on “why” is because it’s the essential foundation for creating an authentic relationship with people. Marketing is the sum total of everything you do as a company, and it all has to line up with “why” you do what you do and with with “who” you are as an organization otherwise people won’t buy your marketing messages, or the products you’re selling for that matter. No relationship, business or otherwise, lasts if it isn’t authentic.

That’s why we think this video from 1997 is so cool…because Steve Jobs backs us up. In the video he says, ”To me, marketing is about values. This is a very complicated world, a very noisy world and we’re not going to get the chance to get people to remember us. No company is. So we have to be very clear about what we want people to know about us.”

He then goes on to introduce the original “Think Different” ad, which does an amazing job of communicating “why” Apple does what it does. Know why your company’s in business, and know who you are as an organization. Advice as relevant today as it was back in 1997. It’s what we try to do every day. Enjoy.