Your why, or the essence of your company, explains why you do what you do.

Simon Sinek’s book, “Start With Why,” details this concept.

You start with your What – what are you going to do? What is followed by How – How are you going to do it? At the center of it all is your Why. Why do you do what you do?

So what is the essence of you and your business?

The value proposition can help.