People don’t buy what you do, they buy why you do it.
This is Simon Sinek’s simple, smart idea presented through his TED talk: How great leaders inspire action. He calls his idea the ‘golden circle.” And it explains why some leaders and companies are able to inspire while others are not. It’s a concept that can’t really be boiled down to it’s essentials any further. But its value is big.
All companies know what they do. Most can identify how they do it. But far fewer (like Virgin, Harley Davidson, Six Senses, Innocent, Lululemon – my examples) can really identify why they do it – articulating why they really do what they do.
And “why” reflects how people make decisions (within their limbic brain, which controls our feelings) supported with the information (the “hows and whats”) people need to know to make them.
Simon’s ideas can just as effectively be applied to brand-building. And in some cases, might effectively replace the vision and mission statements which tend to sit and collect dust on corporate shelves.