What does the purpose bring to the table that cannot be strategies?

I didn’t go out to make a startup. I just wanted to buy an apartment and didn’t feel like I was laughing with agents with their own agendas.

It was a spring of 2022, and I was ready to buy my second investment unit. After the Covade 19, property prices began to recover, and I was ready to bounce-but I could not see the forest for the trees.

The licensing rules looted the post, and it felt as if every other person in Dubai had become a property agent overnight. In the upper part of it, the massive increase in the fake listing on the property portals considered the search experience so unpleasant that I was born in Dubai and also raised, as if I had now landed in the city. According to the Khalj TimesIn a survey with more than 2,800 answers, 54 % of readers experienced bait and switch tactics with real estate agents.

At the same time, my now co -founders Saleem and Nichol had similar problems. Saleem, a friend I met in London, was traveling from Abu Dhabi to Dubai for a legal flicker, and he went to the same place of pain in an attempt to rent an apartment. We sat down with our siblings Nicole, who was always passionate about real estate, and wondered: How can we use our experience to make this journey easier? This question soon became SlowtyAnd all of us became founders.

With no license agents and fake listings, the initial frustrations were not personal – they revealed a systematic problem. And this problem brought our goal. We just didn’t want to create another property portal. We wanted to re -imagine the listing and interaction experience with agents. Both those values ​​still guide us today.

So what does the purpose bring to the table that cannot be strategies? This is what we learned.

Related: How to explain your goal can help to attract the right customers, build culture and achieve success

1. Fuel – when your plan breaks down

There will be decisive moments in your start journey – a major obstacle that compels you to choose: climbing, moving around or fully abandoning. The power of your goal plays a huge part in which you go.

I clearly remember one of those moments during Sakani’s son launch. The property platform was reputable, filled with wrong start and sharp promises. Investors were cautious. The industry was skeptical. We were new children on the block, daring to try again. There was an easy path, and many people expected us. But our goal – changing the property of an immovable experience – became our fuel.

According to Harvard Business ReviewThe goal plays two major strategic roles: new shape of a company’s playground and new looks for their value – and exactly what we have done. What started as a listing mission is being made in the growth engine for brokerage – time saving, reducing costs and freeing teams to focus on chaos.

2. Sympathy – to better understand your users

Sympathy is the most powerful tool of your startup tool cut. In our early days, we operated a workshop to think with some of our personalities, but we were remembering a key: real estate agent. I remember our early efforts to make their pain points. We tried, but we barely took the level. Thankfully, the purpose kept moving us forward.

We were determined to understand this personality at a deep level. So we have built real relationships, ask better questions and run more workshops. It was like an iceberg that sank Titanic – what we could see was just a part that was down. Understanding our customers helped us understand how to serve them. And when you begin to add real value, success becomes a low -hanging fruit.

Related: Why is the sympathy important to your success in the business world

3. Explanation – When decisions are made mud

As a founder, you make 100 decisions a day – some small, some big and some you can’t walk behind. We have already encountered thousands: to explain our strategy, choose what to make, to find out who is from the team or what to include in the pitch deck. You need to clarify these calls effectively, and the explanation comes from purpose.

After I stood up In the first Rees event – a move initiated by the Dubai Land Department to prepare the World Road Map for Unclaimed Technology – I met more than many local and international colleagues. One of them offered an API, filled with listings filled with another platform. I just asked them a question: Will my Gahak trust me if I take their list without their consent? I fell on my basic values ​​- confidence and transparency – because this was the problem we came out to solve.

Startups are dirty. Change in strategies, changes in markets and plans are separated. But the purpose, when it is a fact, is his grip. This is the same thing that gives you the flexibility to continue the building when things go shore. When powers are blurred, it speeds up your decision -making. And this is what turns consumers into believers and fellow colleagues.

So if you are in the thick of the building, do not start with what you are building. Why start Then come back to him. Because in a world full of axis, pressure and noise, the purpose is the one that decreases.