B2M, Your WHY and LinkedIn Profile Tips

By Simon Fawkes | Podcast Episodes

Jul 20
B2M02 B2M Your Why

Your WHY Should Be Your Foundation

This is the second episode of B2M Business Insights and I am doing all the talking this time.  The main topic is the importance of WHY and the reason why this should be your foundation. This means, your starting point and an important part of your story.  Most people in business start a conversation by stating WHAT they do. This is deeply flawed.

People don't buy WHAT you do, they buy WHY you do it

Simon Sinek

My background is unusual. I am a"reformed engineer" and a linguist. I talk about my education in England and Germany and my journey from engineering to international marketing and now business coaching. I explain B2M's purpose as an example of Simon Sinek's "The Importance of Why". Finally, I give some tips on getting results from your LinkedIn Profile and this builds on being very clear about your WHY.  

Read more and listen to the podcast episode.


B2M, Your WHY and LinkedIn Profile Tips

The podcast lasts for 26 minutes and it covers the following topics:

  • My journey from engineering to international marketing.
  • B2M's Purpose and transition to business coaching.
  • Simon Sinek and the importance of WHY.
  • Tips to help you get results from your LinkedIn Profile.

Organise Your Thoughts with a Mind Map

I find mind maps to be a very useful way to gather and organise my thoughts. I often use a mind map when I am giving presentations, as it helps to keep me on track by giving me the main elements of the presentation.

The mind map below may look a little daunting, Nevertheless, it works for me and displaying the mind map on an iPad enabled be to move around the mind map and expand one part at a time.

B2M Business Insights #2 Mind Map

What Is Special About Simon Fawkes?

I share a common ancestry with Guy Fawkes, one of the conspirators in the Gunpowder Plot in 1605. I like to make an impact, but I prefer to do so in a more peaceful way. My degree was in Engineering and Modern Languages (German and French) and I studied in England and Germany. My initial career was as a structural engineer in England and there was a transition to project management in New Zealand.

Studying for an MBA at Otago University was the catalyst for a major change​ and this helped me secure the role of Trade Commissioner for New Zealand in Germany. This marked the start of my interest in exporting and international marketing. I learnt the importance of trade fairs and how to do business in Germany.  I talk about one lunch meeting in Hamburg and the speech by a newly appointed junior minister in the Federal Government, which made an impression on me. The minister was none other than Angela Merkel,

​Some years later I experienced "Crossing The Chasm" with Wellington Drive Technologies. This should be "trying to cross the chasm", by offering a radical technology to a very conservative appliance and electric motor manufacturers. What happens when "disruptive technology" meets a hug "DO NOT DISTURB" sign?  Sadly. the answer is too often "not very much",

What Is B2M's Purpose?

B2M is the domain and an acronym for "Business to Markets". B2C and B2B are common terms. B2M is all about taking businesses to their markets. So the initial focus was export marketing and business development for New Zealand companies wanting to export to Europe.  Trade Fairs played a key role in developing new markets. Over time this has shifted to coaching in strategy, marketing and social media.

We cannot solve our problems with the same thinking that created them.

Albert Einstein

My refinement of this quote is: "don't expect the people who created the problem to think differently on their own". This is where coaching can he[p. 

Explaining Our Purpose


We believe in thinking differently and in challenging perceived assumptions and ways of working.


We ask probing questions as part of a structured conversation using a range of simple, but powerful business tools.


Our main service is coaching, both online and in person. The three main areas are: Strategy, Marketing and Social Media.

If you want better answers, you need better questions.

Simon Fawkes

If you are open to being challenged in a constructive way, you may be a good fit for business coaching.

What Is Your Purpose?

Simon Sinek's TED Talk "How Great Leaders Inspire Action" is well worth watching, but not right now!

Most companies tell you WHAT they do and why they are different or better, and they expect everyone to buy from them. Simon Sinek made a discovery that profoundly affected him.  All the great inspiring leaders all think, act and communicate in exactly the same way and it is the complete opposite to everyone else. They start with the WHY. Sinek compares Dell and Apple and he asks why Apple continues to be so innovative.

If Apple were like everyone else, their marketing message might be: "We make great computers. They're beautifully designed, simple to use and user friendly. Want to buy one?" Here is how Apple actually communicates:

​"Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?"

Simon Sinek
Simon Sinek WHY HOW WHAT

Sinek explains that this is grounded in biology, not psychology. The brain can process information. This is the WHAT, but decisions are made on emotions and that part of the brain has no capacity for language. You need to strike an emotional bond and this comes from the WHY.

My challenge to you is to answer the question: why you are in business?

  • What is your Purpose? What are the real reasons?
  • What will drive you and your team?

This is not an easy exercise, but it is very important and it needs to be done well. It should fundamentally alter the way think and talk about your business. You can see how I apply this and the next topic of LinkedIn shows one way that you can apply this concept.

How To Get Results From LinkedIn

Your LinkedIn profile should be a dynamic electronic billboard and not a tombstone with brief details of your work history.  LinkedIn is by far the biggest and most important B2B and professional network.

First impressions do count and there are two ways that you can achieve this:

  • Professional Portrait Photo that conveys energy.
  • Keyword-Rich Heading that can be a sentence describing the results you deliver or keywords separated by special characters.

Both your Summary and Experience: Current Role need to convey your WHY. That is, what drives you and what sets you apart. Click on the image below to get more tips from the post: How to Make Your LinkedIn Profile More Effective.

LinkedIn Profile

What Actions Should You Take Now?

You should now understand the approach that Simon Sinek advocates and that I have tried to follow. I encourage you to reflect on the podcast and then commit to taking these two actions.

  • Review your WHY and test it with customers and prospects.
  • Update your LinkedIn profile.  Although this may seem daunting, it is worth doing and worth doing well.

Please contact me if you feel as though you are getting stuck or need some guidance.

B2M Business Insights

B2M Business Insights

I invite you to join me on Mondays at 5pm for B2M Business Insights on Otago Access Radio, 105.4FM and online at OAR.ORG.NZ and on iTunes.

Click on the button below to read more about B2M Business Insights.

Simon Fawkes

Simon Fawkes Otago Access Radio

B2M, Your WHY and LinkedIn Profile Tips | B2M Business Insights Podcast
Article Name
B2M, Your WHY and LinkedIn Profile Tips | B2M Business Insights Podcast
Simon Fawkes explains B2M's purpose as an example of Simon Sinek's "The Importance of WHY". He gives tips on getting results from your LinkedIn Profile.
Publisher Name
B2M Business to Markets Ltd

About the Author

I believe in thinking differently and I love challenging perceived ideas and ways of working. This brings new insights that can be the catalyst for taking a different approach. That’s why I love coaching SME business leaders to help them increase sales and profits.

  • I would like to thank you for the efforts you have put in penning this site. I’m hoping to check out the same high-grade content from you in the future as well. In fact, your creative writing abilities has encouraged me to get my own, personal blog now ;)

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