Jul
29

Insight for health brand marketers: inspiring action through “why”

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.

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About The Author

Eric Brody is President of Trajectory, a branding + marketing agency creating the momentum, the vital energy, a brand needs to reach its full potential. The firm works exclusively across the three intrinsically connected industries of Healthcare, Personal Care & Wellness and Active Lifestyle. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

2 thoughts on “Insight for health brand marketers: inspiring action through “why”

  1. Thanks for sharing this Eric (and team). This is great. As I begin my new adventure, our organization is truly built on a strong “why.” Now, in order for us to find success in every facet of what we do, we must harness the POWER of the WHY and communicate that.
    Hope all is well. Best to you-
    CS

  2. Thanks for your comments Chris. And wishing you much success with your new “adventure.

    Hoping that you’re on your way to harnessing the power of your WHY. But beyond communicating that, important to ensure that everyone inside’s inspired by it and living it, and that externally, all your actions reflect it. Today, as you know, actions speak much louder than words. Demonstrate how you can help your audiences achieve more than they can on their own and you’ll have your wind at your back.

    Best to you. And please do stay in touch.

    Eric

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