A wise marketing specialist and author of the best-selling book, Start With Why, Simon Sinek, once said:
“People don’t buy what you do, they buy why you do it.”
Sinek stated in this lecture that inspired leaders to think, act, and communicate from the inside out.
“About three and a half years ago, I made a discovery and this discovery profoundly changed my view on how I thought the world worked and it even profoundly changed the way in which I operate in it. As it turns out there’s a pattern. 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 and it’s the complete opposite to everyone else. All I did was codify it. It’s probably the world’s simplest idea and I call it The Golden Circle. Why? How? What?
“This little idea explains why some organizations and some leaders are able to inspire where others are not. Let me define the terms very quickly.
“Every single person and organization in the planet knows what they do 100%. Some know how they do it, whether you call it your differentiating proposition or proprietary process or USP [Unique Selling Point]. But very very few people and organizations know why they do what they do. And by why I don’t mean to make a profit – that’s a result. It’s always a result. By why I mean, what’s your purpose? What’s your cause? What’s your belief? Why does your organization exist?
“As a result, the way we think, the way we act, the way we communicate is from the outside in. It’s obvious; we go from the clearest thing to the fuzziest thing. But the inspired leaders and organizations, regardless of their size or industry, all think, act, and communicate from the inside out. Let me give you an example.
“I use Apple because they are easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them may sound like this: We make great computers. They are beautifully designed, simple to use, and user friendly. Want to buy one?
“And that’s how most of us communicate. That’s how most marketing and sales are done and that’s how most of us communicate interpersonally. We say what we do, we say how we are different or how we are better, and we expect some sort of behavior – a purchase or vote or something like that. ‘Here’s our new law firm. We have the best lawyers with the biggest clients. We always perform for our clients – do business with us.’ ‘Here’s our new car – it gets great gas mileage, it has leather seats – buy our car.’ But this is uninspiring.
“Here’s how Apple actually communicates – 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?
“Totally different, right? You’re ready to buy a computer from me. All I did was reverse the order of the information. People don’t buy what you do, people buy why you do it. This explains why every single person in this room is perfectly comfortable buying a computer from Apple. But we are also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple or a DVR from Apple. But as I said before, Apple is just a computer company. There’s nothing that distinguishes them structurally from any of their competitors. Their competitors are all equally qualified to make all of these products. In fact they tried. A few years ago Gateway came out with flat screen TVs. They are imminently qualified to make flat screen TVs, they have been making flat screen monitors for years. Nobody bought one.”
“Start with Why” is a workable marketing strategy. And if you look, you will see what makes you choose a brand amongst others.
If your marketing is not getting results, look for the Why and make sure that this is something that your target audience believes in.
Here are mission statements from well-known mega corporations to inspire you:
“To organize the world’s information and make it universally accessible and useful.” – Google
“Designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software.” – Apple
“To bring inspiration and innovation to every athlete* in the world.” – Nike
“To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.” – Amazon
“To give people the power to share and make the world more open and connected.” – Facebook
“To give everyone the power to create and share ideas and information instantly, without barriers.” – Twitter
“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” – Starbucks
- On July 13, 2017
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