If you’re a fan of East African movies, especially Bongo films, then you’ve probably come across the late legendary actor Steve Kanumba. While his passing at the peak of his career left a void, his movies still live on. One of my favorites—though I can’t recall the title—features a scene that always cracks me up. 

Kanumba plays a father whose young daughter returns home from school, only to find her mother missing. Naturally, she asks, “Where’s Mom?”

Kanumba, trying to keep it simple, replies, “She left.”  

But the little girl, driven by relentless curiosity, fires back with “Why?"

He gives another answer, and she follows up with “Why?” again. Soon, her friends join in, forming a chorus of “Why? Why? Why?” to every response he gives. Frustrated, he finally snaps, repeating their words mockingly: “Why? Why? Matakula hiyo why!” It’s hilarious! 

But beyond the comedy, this scene highlights something powerful—the art of questioning. The curiosity of that little girl is exactly what we, as marketers, need to embrace. 

This brings me to Simon Sinek’s famous book, Start with Why. Every time I read it, I’m reminded of that Kanumba scene. In his book, Simon introduces the Golden Circle, a concept that transforms the way businesses communicate. 

The Golden Circle consists of three layers: 

1. WHAT – The outermost layer, representing what you do. (e.g., "We sell shoes.") 

2. HOW – The middle layer, explaining how you do it. (e.g., "We use premium materials and sustainable production.") 

3. WHY – The core, the smallest yet most powerful layer. It’s the reason you exist beyond making money. (e.g., "We believe in empowering people to move forward with confidence.") 

Why Does This Matter in Marketing?

In marketing, failing to start with your why is like trying to talk to everyone—which ultimately means you’re talking to no one. 

Most businesses are great at explaining what they do. Some can even explain how they do it. But very few can clearly articulate why they do it. And that’s where they lose their audience. 

Your why is not just about profit; it’s your brand’s heartbeat, your mission, your deeper purpose. It’s the difference between: 

- Selling shoes because you need revenue (WHAT) 

- Selling shoes using high-quality, handmade craftsmanship (HOW) 

- Selling shoes because you believe every person deserves comfort, confidence, and self-expression (WHY) 

The last one is what makes people feel something. And in marketing, *emotion beats logic every single time.* 

Your ‘Why’ is Your Niche—but Deeper  

Many people confuse finding your why with niche marketing. While they are related, they’re not the same thing. 

- A niche is about targeting a specific group of people (e.g., "We sell sustainable fashion for eco-conscious millennials"). 

- Your why is the deeper reason you started your business in the first place (e.g., "We exist to reduce waste and create a more sustainable future for fashion"). 

Your why gives meaning to your niche. Without it, your marketing feels generic. With it, you attract the right customers—the ones who don’t just buy from you but believe in what you stand for.

The Apple Example

Simon Sinek explains this beautifully using Apple. 

If Apple marketed like most companies, their message would be: 

“We make great computers. They are beautifully designed, simple to use, and user-friendly. Want to buy one?”  

Logical, yes. But inspiring? Not really. 

Instead, Apple’s real marketing message follows the Golden Circle: 

“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. And we just happen to make great computers. Want to buy one?”

See the difference? The first approach is WHAT-first marketing. The second is WHY-first marketing. 

And that’s why Apple isn’t just a computer company—they’re a movement. 

Bringing This Home: How to Apply It to Your Business

So, how do you implement this in your own marketing? 

1. Ask yourself why your business exists (beyond making money).  

   - What problem are you solving? 

   - What impact do you want to make? 

   - What change do you want to see in the world? 

2. Communicate your why in your messaging.

   - Don’t just sell products—sell a belief. 

   - Tell stories that showcase your why in action. 

3. Make sure your why resonates with your audience.  

   - People buy from brands they align with emotionally. 

   - Your why should make them say, “Yes, this brand gets me!” 

Final Thought

If you want to build a brand that stands the test of time, don’t just focus on what you do or how you do it. Start with why—because that’s what will make people fall in love with your brand and keep coming back. 

And if a little Tanzanian girl in a Bongo movie can teach us that asking “Why?” over and over again leads to the truth, maybe it’s time we do the same in our marketing. 

So… why do you do what you do?