Your WHY is not a value proposition.
If you haven’t seen the Simon Sinek talk on “Start with Why,” it’s here and mandatory 18 minute video for anyone in a startup (founder and team members alike).
There’s a problem with how some folks interpret this video and this idea of starting with WHY. Some entrepreneurs, mostly in early startup phase, take this too literally. I see it most common with folks starting up social enterprises and non-profit startups. Your WHY may be the reason you are doing what you are doing, but it’s not a value proposition by itself. You can’t sell your passion for something as the reason people buy from you. The reason might be the reason I buy from you and not the other guy, but it doesn’t stand alone. Your fire may push you to be the winner, but before I even got to comparing you to the other guy, I had decide that you had something I need.
To build a business, you have to sell something of value in addition to being passionate about it. Once you’ve nailed that and you can confidently tell your customers that your product is the best— then you can really seal the deal by showing them your WHY and your FIRE.