When reading over my letter of employment for my new role at Long & Co, I was very intrigued by one of the company values, “Be remarkable: Know ‘why’ you are doing it”.

It was the emphasis on the ‘why’ that resonated with me. After my first two weeks at Long & Co, I have truly learnt the importance of starting with ‘why’.

Starting with ‘Why’

Starting with ‘why’ means fully understanding what motivates you before deciding what you want to do and how you’re going to do it. By starting with ‘why’, you ensure that your business is driven by a cause or belief that is bigger than the business itself. Cathrine is taking many intentional steps at Long & Co to truly create a culture of ‘why’.

I have seen Cathrine urge companies to turn their usual business strategy upside down, asking clients to briefly forget about what they want and how they want to do it, and seriously think about ‘why’. Only once the ‘why’ of the organisation has been decided upon, will we start on the ‘how’ and the ‘what’ of the brand and marketing strategy.

The reason starting with ‘why’ is integral for success is that it inspires not only yourself, but, others. Knowing that there is a bigger picture than simply the products or services that you are selling, is transformational.

I have spent a large majority of my life making decisions on spur of the moment whims with little rhyme nor reason. I am now thinking about what truly motivates me in order to inspire myself and others to do great work and be remarkable.

Thanks for reading,

Lauren McNeil

About Long & Co

Long & Co is a small brand and digital alternative to a big agency. We offer everything an agency does, without the overhead. We have a network of talent across Sydney, Newcastle and Byron Bay. We think and we do.

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Long & Co, Brand and Marketing

Long & Co embraces a culture of ‘Why’.