---
title: It's Not About You
description: Success in business is not about you. It's about your customers.
---

[Making Sales Growth Predictable, Sustainable & Scalable ](https://www.liftenablement.com/blog)

# [It's Not About You](https://www.liftenablement.com/blog/its-not-about-you)

 Written by [Doug Davidoff](https://www.liftenablement.com/blog/author/doug-davidoff) | Apr 13, 2011 5:05:00 PM

**I've got bad news for some of the entrepreneurs out there. Success in business is not about you. It's about your customers.

Two weeks ago I shared a video from Simon Sinek which illustrated that [people don't buy what you do](https://blog.imaginellc.com/people-don’t-buy-what-you-do…), they buy why you do it. And ***they*** don't care about your profit formula, business model, need to put your kids through college, or your desire to be financially independent.

Just this week I was working with a client on their go-to-market struggle. We were having a conversation about their "why," and my client made a valuable observation. He said, "That's part of our problem. We're real clear on why this [business] is good for us, but we don't really know why it matters to them; we don't know that the world *would be* worse off if we didn't exist."

It's not enough to merely articulate your why; great companies ***believe*** their why. If you don't believe that your business and your offerings really matter, it's going to be difficult to impossible to influence your market.

Here's the bottom line: Sustainable profits are the **byproduct** of doing something important *for your customers*. Profits are the result, not the cause. Never confuse the two!

 

[View full post](https://www.liftenablement.com/blog/its-not-about-you)

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