Why?

Every company has a 'why': a reason why they started and now do their work which they (hopefully) love. Boerenjongens does. Ten years ago, they put this creative communication agency on the market. It became known, gained more and more clients, and now works full time to make companies happy. But what is the reason for Boerenjongens? What is their strength to keep going?

The egg hatches

Nowadays, it has become more common for companies to be transparent and credible. The books on content marketing are full of it. Ten years ago, it was different. Companies were mainly focused on how 'good' their products were, instead of telling a story. The folks at Boerenjongens find it important from the very start to tell a good story based on personal motivation. They do not want to make things look better than they really are but want to translate the strength of a company transparently to the world.

Besides transparency, they found it important to give something positive to the world we live in. Boerenjongens have supported many charities in the past. Their idea is that many charities are inclined to jump into the victim role too quickly. Instead, you can ask yourself the question 'what does my target group gain from this? A more commercial approach, in other words.

Even though Boerenjongens is nowadays more focused on Business to Business, their 'why' has not changed much over the years. They still consider transparency in the story of companies to be essential. And with every assignment they make, they try to add something beautiful to our world. That is the inner drive for Boerenjongens, which is why they still enjoy going to work.

Times change

Through the years, Boerenjongens has changed from two boys in a small loft to a well-staffed company with (now) 10 employees and a wide range of disciplines. Sometimes Boerenjongens forgets what they really stand for, but what always remains is the tight focus on the communication profession. They are like a self-willed farmer who relies on his common sense. Their broad interests in various sectors keep Boerenjongens fresh, and above all creative. Because that is something they excel in, creativity.

It is actually only logical that as an entrepreneur, after a while you are overtaken by the issues of the day and sometimes lose sight of your deeper motivations. I, therefore, believe that it is good to return to the beginning every now and then. This keeps you fresh and motivated. For this reason, I do believe in Sinek's theory described in the 'Golden Circle'. It helps to map out a route that companies can use as a guide. Although, it's not like the Boerenjongens never deviate from it. After all, they are just Farmer Boys.

Have you, as a company, forgotten your 'why'? It happens to everyone sometimes; all the stress and pressure sometimes means it can be hard to remember the why. Through their "Why" sessions, Boerenjongens helps companies find their own strength again, through the passion with which they started their business in the first place. As a result of a "Why" session, as a business, you find your personality again and you can start again with a fresh perspective. That personality and originality (or, to use a fancy marketing term, 'distinctiveness') gives you something to hold onto in the future.