What’s Your Why?

From the shampoo room to the boardroom, a Cinderella story so to speak. At least it was my Cinderella story.

My 25+ years in the pro beauty business have been the best years of my life. I discovered beauty school in 1987, and found my passion and what I thought was my purpose. In just a few short years, I went from shampoo girl (one of my favorite jobs!) to a Paul Mitchell educator and Brand Manager at Davidson Beauty Supply, my first introduction to the business of beauty.

What an amazing education I received. At the age of 24, I was named Regional Sales Director for the Southwest United States for Paul Mitchell. I had arrived! The Career College Association inducted me into their Hall of Fame, the first beauty school graduate to ever be inducted. Yes, they let me speak to Congress at the age of 25. Awesome.

In early 2000, I was named VP of Marketing for Paul Mitchell, and had the honor of working with and for the best people in the business, including my mentors and heroes John Paul DeJoria and Luke Jacobellis.

In 2009, I walked away from this awesome career. I loved my company and the people I worked with, but there was a big hole in my heart. My outsides did not match my insides.

My passion is helping others live their purpose. I started Passion Squared to help empower others to create “awesome” in business and in life – and help prevent small business failure for beauty and wellness professionals. I do this through proven ideas, systems and processes learned from experience and others.

One of the greatest lessons I have learned, thanks to the great Simon Sinek, is that people don’t buy what you do; they buy why you do it. Today, people are seeking more meaningful and authentic reasons to connect with you and engage with your business.

So why do you do what you do? Take some time to identify your “why” and build your story. Get out a piece of paper, or laptop or iPad, and answer the following questions. Be sure your mind is clear and rested before you start this very important process:

1. Why did you open a salon? Why did you become a hairdresser?

2. Why would a client want to come to your salon? To you?

3. What is your promise?

4. What do you want to be known for?

5. Who is your target market?

6. What do you want clients to say about your salon, both online and off?

By answering these six questions, you have begun to develop your story. And people buy stories way more than products or services. Think about it; think about your favorite brands and how you have bought into their “why,” their “story.”

Join me at the BOLD MINDBODY Conference this October to dig deeper into your “why” and discover how you can clearly identify, and start living, your purpose:

Discovering Your Purpose – In Business & In Life
Tuesday, October 14: 3:15PM

I will leave you with the quote that saved my life; it’s tattooed on my left arm in case I need a reminder:

“Gratitude unlocks the fullness of life. It turns what we have into enough, and more. It turns denial into acceptance, chaos to order, confusion to clarity. It can turn a meal into a feast, a house into a home, a stranger into a friend. Gratitude makes sense of our past, brings peace for today and creates a vision for tomorrow.” 

-Melody Beattie

Nina L. Kovner is Chief Awesomeness Empowerer at Passion Squared. You can read more about her passion for helping others find their passions in her book, Follow Your Heart.