Why Your Why is Dangerous: The Trap of Stopping Too Soon

We buy into the concepts of Simon Sinek and Seth Godin, and even Brené Brown. And don’t get me wrong – I love all of them. They’re brilliant minds who have reshaped the way we think about branding, marketing, and storytelling. But here’s the problem: the idea of finding “your why” or identifying a “value proposition” can send people down a dangerous path if they are not careful.

Yes, start with your why. But don’t end there. Too many credit unions stop there.

People love Simon Sinek’s Start With Why, and for good reason. It’s foundational. Knowing your why gives your brand purpose. It establishes the north star for your mission, and it aligns your company with something deeper than just making money. But if you think that’s where the hard work of marketing ends, you’ve already lost.

You can have a strong why and still have sucky marketing.

Many credit unions take the first step of defining their why and then pat themselves on the back, thinking they’ve cracked the code. At best, they go one step further and tell themselves:

• People want authenticity and transparency
• They value personalization and relevance
• They care about social responsibility and sustainability

Well, no s***! Of course they do. These are fundamentals, not differentiators. But if you stop here, you’re shooting yourself in the foot. What you end up with is a message so generic that it blends in with every other financial institution touting the same feel-good concepts.

The Real Job of Marketing: Make It Interesting

Here’s what gets people to act:

• Rebellion & Anti-Establishment: Think of brands like Harley-Davidson or Liquid Death. They thrive on disruption, on pushing against the norm.
• Humor & Satire: Look at Old Spice, Wendy’s, or Ryan Reynolds’ ad work with Aviation Gin. Humor gets people talking.
• Subverting Expectations: Apple did it with its “Think Different” campaign. Dollar Shave Club did it by mocking the ridiculousness of overpriced razors.
• Provocative & Polarizing Marketing: Brands like Ben & Jerry’s take strong stances. Always’ #LikeAGirl campaign wasn’t just an ad – it was a statement.

Yes, your why is a compass for your credit union. It’s where you start, but it’s not the creative execution. You have to dig deeper to make something that sparks interest, grabs attention, and – most importantly – gets people to care.

NOTE WELL:  Safe marketing is ignored marketing.

So yes, find your why. Mold your product into what people actually want. And remember that marketing isn’t about just being authentic. It’s about being unforgettable.

Don’t just start with why. Follow through with bold, compelling execution.

As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email frank@yourmarketingco.com.