In his book Start with Why, Simon Sinek explains that individuals and organizations who know why they do what they do attract a more loyal following than those who only know what they do and how they do it.
Sinek provides a real world example by describing the differences between Apple Computer and IBM. Both make very good computers and employ some of the world’s most gifted engineers and designers. Yet, Apple customers are cult-like in their zest to own only Apple’s latest creations rather than IBM’s.
According to Sinek, there is a direct correlation between Apple’s why and their customers’ interests. It’s likely that Apple would describe it this way:
In everything we do, we believe in challenging the status quo. We believe in thinking differently (why). The way we challenge the status quo is to make our products beautifully designed, easy to use and user friendly (how). We just happen to make great computers. Want to buy one? (what).
The communication is from the inside out. From why to how and then to what. Most of us communicate in the opposite direction, and it is not as inspiring. Nor is it as attractive to potential customers and clients.
Because it’s all based on how people think and act, this unique view of the world has application in big business and small business, in politics and non-profit.
Though some people have a natural ability to start with why, this book offers compelling evidence that, with a little discipline, anyone can learn how to do it.
Watch this 18 minute video of Simon Sinek at the TED talks:
How does one idea do so much? Simple. It doesn’t matter WHAT you do or HOW you do it if you are not communicating WHY you do it.
WHY are you offering your product and service? Please tell us. Maybe we’ll buy from you next time instead of the other guys!
John Morlan, a partner in Authentic Abundance helps independent professionals make more money.
John, your post is a strong and clear reminder on why Authentic Abundance exists as a company and a community. One look at our tag line demonstrates that we believe first in connecting our most authentic selves on a deep level.
It’s through that connection that heart-centered entrepreneur to heart centered entrepreneur that we can create, express and make money.
I find that money made in service to my why, to be more satisfying and fulfilling then money made just to pay bills. Have you noticed the difference?
Tom,
Yes I have noticed the difference. Author Michael Neill expressed the connection this way, “Anywhere there is a positive difference to be made,there is money to be made. If you can’t (or won’t) make any difference, you’re unlikely to make very much money.” Indeed, money made in service to my why is not only more satisfying and fulfilling, it’s much easier to attract! So, how do you know when you are totally connected to your why?
John,
That’s easy. I know I’m connected to my why when I can answer this question and I like the answer. Why do I care about what I’m doing right now?
Hi John,
I love this article! First of all, so often it’s just easy to reach for something because you want to, and then when it gets going you forgot all about what was the attraction. That’s probably easiest to see in a dating context
But it’s true in business and other arenas of life too.
When you are clear about your Why, all the rest of the pieces unfold with clarity too. It’s easy to stay motivated even when there is turbulence. And above all it’s easier to reach goals when you know why you are putting in the effort when sometimes you might rather be doing something else
Nancy Boyd recently posted..11-11 Phenomenon Continues With 4-11- the Next in the 11-11 Series for 2011
Nancy – I agree. Another perspective might be to think of your ‘why’ as your own personal GPS. When your ‘why’ is crystal clear and consistent, you can actually go on cruise control. i.e. decision making becomes almost automatic. The ‘why’ represents your most cherished and deeply held core values. Those values and our ‘why’ can guide us while we play-out the how and what.
John,
What a powerful place to be – totally focused on the WHY. I seem to get lost when my focus is the how. It is so easy for me to go there and get stuck. Thank you for taking me back to the basic premise of success.
I love the graphic. For me as a visual learner, the graphic sticks with me.
Most of us give much thought (and, too little action) to the How and the What. When we are really connected with our Why, the How and the What follow naturally. The Why is far more magnetic than either the How or the What when we are actively engaged in the process of inviting others to join us. This says it well, “I really don’t care how much you know until I know how much you care.”