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Finding Your Company’s “Why” With Drew Larison


Staff member
Mar 19, 2024
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On this episode of the Profit Roadmap podcast, Ryan and Bekah chat with Drew Larison of Larison Media.

In this episode, Drew shows you how to:

  • Discover your company’s why
  • Build core values that matter
  • Provide true value through marketing
  • And so much more!

About Drew Larison​

Drew Larison has been in the marketing agency space for close to 15 years. He got his start working at an agency in his early 20s, where he learned the ropes of the business.

After three years there, Drew decided to venture out on his own and founded Larison Media in June 2014.

In the beginning, Larison Media helped anyone and everyone but as they grew, they found their niche in serving home service businesses.

Drew has a passion for helping home service professionals increase their impact in their local communities and beyond.

He believes small businesses are the ones truly making a difference in people’s lives.

The Power of Finding Your “Why”​

Drew believes that finding your company’s “why” is incredibly powerful, and it becomes your North Star to guide every decision.

Larison Media went through a “why discovery” process a few years ago to really understand the deeper purpose behind what they do.

They realized their why is “to partner with small businesses in hopes to increase their impact internally, locally and beyond, so that together we can change the world.”

This drives everything they do – it’s written on their walls and comes out of their mouths daily.

Discovering your why makes decision-making so much easier, from hiring to investing in the company.

If something aligns with the why, you do it. If not, you don’t. It’s that simple.

Drew encourages all businesses to go through the process of uncovering their deeper purpose.

While a nice logo and branding are important, it’s the substance behind it – the why – that really matters and motivates both employees and customers.

Your Core Values Matter​

At Larison Media, one of their core values is the word “better” because they want better for themselves, their team, and their clients.

Another core value is “ownership” – they own up to successes and failures with a desire to celebrate or repair.

Drew says he cares more about how employees respond when they make a mistake than the mistake itself.

Having clear, meaningful core values provides a framework for company culture and operations and helps his team do their best work.


Providing True Value Through Marketing​

Drew makes a key distinction between advertising (the short game), marketing (the long game), and branding.

Marketing is any action or idea that increases your brand’s positive perception. Effective marketing provides value and makes people think higher of your company.

It could be how your employees interact with clients, the content you create, or the overall experience you deliver. The goal is to make the customer the hero, not just promote your services.

People don’t buy what you do, but why you do it.

The most impactful marketing solves problems, answers questions, and meets needs. It’s not about you, but about them.

How can you help make their lives better or easier? Share content that educates, informs, and provides tools and resources.

Lastly, be generous. Building trust and authority through genuinely valuable marketing pays off long-term loyalty and referrals.

Have Fun and Humanize Your Brand​

On social media, Drew says to stop posting like it’s a billboard.

Entertain, educate, and provide value instead.

Document the behind-the-scenes of your business in an authentic way that connects with your audience.

Your website shouldn’t just exist – make it an active tool to gain more business through helpful content.

Most importantly, have fun! This is your chance to humanize your company’s brand.

People want to do business with people, not faceless corporations and Drew says the best way to do that is by:

  • Sharing employee stories
  • Showcasing your company culture and values
  • Build real relationships

On AI​

While new technologies like AI continue improving, Drew says they will replace tasks, not people.

AI can increase efficiency so humans have more time for what only we can do best – make real connections.

Marketing still requires creativity, empathy, humor, and heart.

Focus on the human side of your brand to make the biggest impact.

Learn More​

Want to learn more about Drew and Larison Media? Be sure to visit his website to find lots more information about her and her coaching business.

Related: Unlocking Growth: Jack Nagy Shares His Field Service Marketing Secrets

The following music was used for this media project:

Music: Summon the Rawk by Kevin MacLeod

Free download: https://filmmusic.io/song/4434-summon-the-rawk

License (CC BY 4.0): https://filmmusic.io/standard-license

The post Finding Your Company’s “Why” With Drew Larison appeared first on FieldEdge.
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