“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” – Malcolm Gladwell, The Tipping Point
You’ve probably heard about the tipping point – the point where a product or company finally takes off and goes viral. Once you’ve tipped, you’re in for a wild, profitable ride.
It’s happened to small business owners all over, and most of the time, it happens seemingly out of nowhere. How do small businesses without huge budgets ever manage to reach the tipping point?
How to reach the tipping point
The answer lies within – no, seriously. At the risk of sounding cliche, corny, fluffy, or all of the above, we’re here to tell you that to reach the tipping point, you have to start with your own reasons for being in business in the first place.
- Why am I doing this?
- Why did I originally start this company?
- Why would anyone buy from us?
- What is our competitive edge?
Think carefully about these questions. You’re not answering them for anyone else – these answers are yours to help you understand the core reason for your company’s existence.
Once you have a good grasp on what that core reason for your business is, what makes you unique, and why your audience would be interested in buying from you, you can take the next step. By starting with the “why,” it’s easier to take that natural leap to the tipping point.
Dig into your values and beliefs
Sometimes, small businesses reach the tipping point because their beliefs, values, and mission appeal to their audience strongly – not necessarily because they had the lowest prices or biggest promotions.
By getting to know the why behind your company better, you begin to understand the ‘X factor’ that makes consumers start buying from you, share information about you with friends and professional networks, and help push you to go viral.
Simon Sinek spoke at Puget Sound for TEDx and said, “The beliefs and values of your business are why people will follow you, pay attention to what you’re doing and why they will buy from you.”
The what versus the why
Many companies operate from a perspective of “what” or “how” instead of “why.” For example:
a. What does your company do?
We sell virtual receptionist and virtual assistant services to small business owners. We’re the leading provider in the industry and we help companies improve their customer service in a cost-effective way.
Boring, right? That’s because the answer came in the form of what and how – how do you do business? What do you do? Now, let’s try that again from the perspective of “why.”
b. What does your company do?
Small business owners are some of the busiest people on the planet. As small business owners ourselves, we understand the problem of getting things done when you have a family, obligations, and a couple side projects in the works. That’s why we created Conversational virtual receptionist and virtual assistant services for small business owners. We want to help take care of customer service and call answering while giving owners their time back. We want to make it easier to do business.
Once you know why people would want to do business with you, harp on it. Remember it, treasure it, and let it guide your future business decisions. Don’t let the what or how get in the way of the why. The why is what will help your small business reach the tipping point – and once you do, there’s no looking back.