Chicago Small Businesses Succeeding by Transforming Their Marketing

Photo of author

( — January 30, 2014) Chicago, Illinois — Most everyone knows Google, Apple, and Red Bull and may know Zappos. What they may not know is something they have in common. 


They are in different industries. They cross boundaries on what they do. Apple is a computer company but then it also has iTunes and MP3 players. Google is the largest search engine but then bought Android a phone company. Red Bull, against all marketing advice, went into the energy drink market. Zappos sells shoes but so do many companies.


What has made these businesses such huge successes? Yes, they have innovators. Yes, the timing was right. Yes, the place was right. But what was it that places them in a category of their own?


Is it they have phenomenal leaders that inspire action and come from “Why”. Are these companies storydoing companies?  


What makes that different? Most companies of any size are coming from storytelling and from “What”. Companies can and do become enormously successful from being story telling companies and from coming from what which means the focus is on the product or service.


When Steve Jobs is quoted the quotes are not about computers, mp3 players or devices they are about a way to live life. When a company is a “Why” company or story doing company it is founded on a way to live life and by the way they make computers, mp3 players and other devices.


Google is about organizing all information. That puts them at the center of everything we know. 


Steve Jobs “In your life you only get to do so many things and right now we’ve chosen to do this, so let’s make it great.” This positions them to be whatever they want but they must be great.  


Red Bull is about “Red Bull gives you wings” By the way they sell an energy drink. The CEO, Dietrich Mateschitz, takes the vision to places other companies fear to go. The company sponsored a man jumping from a balloon at 100,000 feet.


Tony Hsieh of Zappos is about “the best customer service”. By the way they sell shoes and do online retail.


As a small business in Chicago or anywhere you might feel this is interesting but does not apply to you or your business. What you need are more customers buying from you. That is absolutely true. What is also true is that in order to do well we need to transform, adapt and grow. Amazing things happens when we connect with our “Why”. We light up. Our businesses light up. 


“You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something – your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”


Steve Jobs


Learn more about marketing from “Why” by contacting


John K Arnold

JKA Marketing, Inc

910 W Van Buren # 340

Chicago, Illinois 60607

Ph: 312-802-1208

Ph: 407-592-0311