Why Your Business Needs a Clear WHY (And How to Find It)

Written By Trefor Jacquin

Let’s get real: too many businesses treat marketing like a loudspeaker. "Buy this! Sign up here! Limited offer!" Sound familiar? That’s what I call billboarding. It’s surface-level shouting, not meaningful connection. And in today’s world? That won’t cut it.

What your business needs — what every business needs — is a strong WHY. It's the soul of your brand. It’s the difference between being another name in the feed and being a business people actually believe in.

At Catalyst Media Group, everything we do stems from that WHY. Because once you get clear on it, everything else becomes easier: your content, your community, your brand voice, your growth.

So, What Is Your WHY, Really?

Your WHY is your purpose beyond profit. It answers the deeper questions:

  • Why did you start your business in the first place?

  • Why does your product or service matter to real people?

  • Why should anyone care?

Most people skip this step. They rush to set up a Shopify store or post on Instagram, hoping sales will follow. But without a WHY, you’re shouting into the void.

Here’s a mindset shift:

Think of your WHY as the gravity that pulls your community toward you. It’s what builds emotional connection. It’s what keeps people coming back.

My Story: From Tech Geek to Marketing Mentor

I didn’t always do this. I started in IT, fully immersed in tech and systems. Then retail taught me how people behave in the wild. But it wasn’t until I got into marketing that I saw the missing link for most small businesses: a lack of connection.

After bouncing between jobs and pandemic layoffs, I launched Catalyst Media Group because I knew there was a better way. I wanted to help small businesses stop guessing at marketing and start understanding people.

That starts with the WHY.

Cutting masks after COVID-19

The Post-Pandemic Shift: We All Crave Belonging Now

COVID changed everything. It flipped society on its head, and we’re still seeing the aftershocks. Suddenly, people weren’t just buying products — they were looking for meaning. For identity. For community.

We clung to hobbies, online groups, shared experiences. We realized that we didn’t just want stuff. We wanted to feel something. To belong to something.

Businesses that understood this shift — that leaned into community and built their brand around it — are the ones thriving today.

If you’re not tapping into that? You’re behind.


The Proof: Real People, Real Business Growth

Let me tell you about AKB Pop, a small Japanese hobby shop I helped grow 3x through community-first marketing.

Their original posts? Straight billboarding. Product photo. Caption: "Now in stock. DM to order." No soul. No story.

But once we uncovered their WHY — making the hobby more inclusive and accessible — the whole tone shifted. We started showcasing the experience of the hobby. The joy of building kits. The community vibe at model nights. The passion behind the scenes.

Now? Their events are packed. Their followers are engaged. And their brand is loved.

That’s the power of the WHY.

Social Media Algorithms Have Caught On

If you think likes and hashtags are all that matter, you’re playing 2017's game.

Platforms like Instagram now reward:

  • Real, thoughtful comments

  • DMs and conversations

  • Follows from people who actually care

  • Original content that sparks connection

It’s not about being loud anymore. It’s about being real.

And what drives realness? Yep. Your WHY.

WHY spelled out in wood letters

Your WHY Drives Your Entire Strategy

A clear WHY helps you:

  1. Build trust with your audience

  2. Attract the right clients (not just anyone with a credit card)

  3. Create content with purpose

  4. Stand out in a crowded space

  5. Make decisions faster because you have a filter: "Does this align with our WHY?"

Whether you’re running a gym, a tattoo studio, a skincare line, or a geeky import shop — the WHY is what people will remember.

What’s Your WHY?

Let’s pause. Take out your phone or notebook.

Write this down:

  • Why does my business exist?

  • Who am I really trying to help?

  • What change do I want to create in someone’s life?

If your answer is "to make money," that’s fine — but dig deeper. Why this business? Why these people?

When you understand that, your marketing becomes effortless.

Catalyst Media Group: Built On Our WHY

We’re here for the startups, the side hustlers, the creatives, the weird kids who never felt like they belonged in a traditional business world.

Our WHY is simple: help people do bigger things.

We want to be the spark — the catalyst — that helps small businesses get unstuck and grow with intention. We want to create a space where collaboration beats competition and strategy beats hustle.

If that resonates with you? You’re our people.

Ready to Build Your Business Around Your WHY?

We offer:

  • 1:1 Coaching Calls

  • WHY Discovery Sessions

  • Social Media Growth Strategies

  • Affordable Marketing Plans for Startups

Let’s figure out what’s at the heart of your business, and how to make that the engine behind your marketing.

Reach out here or DM us on Instagram. Let’s chat. Let’s build something meaningful. Let’s do bigger things — together.

Trefor Jacquin