• stevekazan8

Introducing Inner Onion, adding the American layer - Our "Why"

Inner Onion - “that’s a silly name” my teenage daughter said when asked her opinion of our new company name. “How did you come up with that?” said in a tone that teenage daughters have perfected. It is a fair question, so here goes.

“Onions have layers” to quote that renowned business leader, Shrek. Businesses have layers too. Creating successful businesses requires tearing back the layers to get to the core issues that drive success.

In a simple way, the first layer is “what” businesses do to become successful. What do they make or sell or offer? Peeling a little deeper - “how” does a business do what they do. But the core is “why” do they do what they do. What is their reason for being, their raison d’etre, in the French. This third question goes back to a real business guru, Peter Drucker. He demanded business people ask “What is our business?” and find that inner answer before executing the what and the how.

A more succinct description of the importance of the inner layer can be found in a TED talk by Simon Sinek. Here is the link. Sinek shows how the vision of successful companies aligns employees to provide customers true and lasting value.

Inner Onion’s “what” is to provide sales, marketing and logistics support for international companies who want to expand into the U.S. market. Our “How” is by leveraging our experience, contacts and tools to provide our clients with actionable guidance.

But our “why” is our firm belief that hard-working business people from other shores deserve our support to launch and grow their businesses here in the U.S.

I hope you will join us as we work to help our clients; as we make mistakes and learn from them - and impart some knowledge and benefit. Please like or follow us on LinkedIn, at or at @InnerOnion on Twitter.

Steve Kazan can be reached at

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