Why do people do business with you? Is it because of WHAT you do or is it because of WHY you do it? According to author and thought leader Simon Sinek, people buy the “why.”
Over the past few weeks I’ve been asking clients and other professionals their “why.” Many times it doesn’t seem clearly defined. I do believe the “why” is critically important in business, and if you watch Sinek’s short lecture on TED video, you may see a different perspective on its importance too.
In this TED video, Sinek explains what he believes to be the reason for Apple’s constant innovations and their repeated successes. It is not because they had some unique access to talented people, advertising, consultants or the media. Sinek makes a case that it’s all about the messaging. While most companies explain that they make great products, Apple is unique in that they begin by telling the consumer “why” they make their products.
If Apple communicated like most of us, their message would sound something like this, Sinek says: “We make great computers. They’re beautifully designed, simple to use, and user friendly. Want to buy one?”
Instead, according to Sinek, Apple is actually telling us: “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?”
Sinek says, “All the great and inspiring leaders and organizations in the world, whether it’s Apple, or Martin Luther King or the Wright brothers – they all think, act and communicate the exact same way.”
I believe a compelling “why” exists in many businesses – it just needs to be clarified first.
Red Zone Marketing’s “Why”: We focus our efforts on finding simple, common sense and inexpensive alternatives to creating growth in a business. We are committed to designing smart marketing strategies – not the flashiest or most complex. We use our focus to design, plan and implement sustainable marketing strategies proven to compel others to WANT to buy.