This post may contain affiliate links.
Leaders make this mistake all the time.
Business owners and entrepreneurs rarely understand this.
It’s the reason, when sitting across the table to discuss business plans and marketing, I always start with one simple question:
“What is your WHY?”
What’s your purpose?
What’s your cause?
What’s your belief?
In a Ted Talk that profoundly changed the way I view leadership and marketing, Simon Sinek explains how starting with “Why?” drives human behavior. And starting with “Why?” is the reason you own an Apple product; the reason you can tell me which siblings discovered the miracle of flight; and the reason you know the first four words to the famous speech by Martin Luther King Jr.
It’s the reason that if you want your practice to thrive, you must start with “Why?”
“People Don’t Buy What You Do, People Buy Why You Do it”
Enjoy this transformative video:
“All the great 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.”
“Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren't.”
“But very, very few people or 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? Why do you get out of bed in the morning? And why should anyone care?
“The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
“When we can communicate from the inside out, we're talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do.”
“The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.”
“Orville and Wilbur were driven by a cause, by a purpose, by a belief. They believed that if they could figure out this flying machine, it'll change the course of the world.”
“People don't buy what you do; they buy why you do it. If you talk about what you believe, you will attract those who believe what you believe.”
“People don't buy what you do; they buy why you do it, and what you do simply serves as the proof of what you believe.”
“We followed, not for him [Martin Luther King Jr.], but for ourselves. By the way, he gave the "I have a dream" speech, not the "I have a plan" speech.”
“Because there are leaders and there are those who lead. Leaders hold a position of power or authority, but those who lead inspire us. Whether they're individuals or organizations, we follow those who lead, not because we have to, but because we want to. We follow those who lead, not for them, but for ourselves. And it's those who start with "why" that have the ability to inspire those around them or find others who inspire them.”