People DO NOT buy WHAT we do but they buy WHY we do it.
The touch point of an organization with customers or market place is where the WHAT aspect of a product is exposed.
Once the WHY communicated in a VISION translates to the WHAT aspect of a product is when the “innovators” , “early adopters” are able to understand the meaning of the product and get loyal with the product.Subsequently they are the ones who spread “word of mouth” to the masses.
Thus communicating the WHY aspect of a product has to be very clear to convert customers into loyal customers.
Adopted from Simon Sinek’s book Start With Why