Most businesses communicate from the outside in. They start with what they do (e.g., "we sell coffee"), move to how they do it ("our coffee is ethically sourced and expertly roasted"), and hope that’s enough to convince you to buy.

But truly resonant brands work from the inside out. They start with why they exist.

Let’s imagine a new cafe opening in Colombo.

• Their "What": They sell coffee and pastries. (So do hundreds of others).
• Their "How": They use high-quality beans and have good service. (So do many others).
• Their "Why anyone should care": "Because we believe in creating a genuine moment of calm in a chaotic city. We know the name of the family that grows our beans in the hill country. We designed our space to be a sanctuary, a place for connection away from the noise. We exist to serve our community, not just to sell coffee."

Which story connects with you more? The first is a commodity. The second is a destination. The second has a soul. That soul is the answer to the question.