I’m currently reading a book called “Start with Why” by Simon Sinek, leader of a movement to inspire people to do what inspires them; brilliant cause!
In his book and speaking engagements about how great leaders inspire action, Simon encourages brands (both corporate and personal) to communicate why they do what they do rather than just what they do and how they do it.
Simon argues that most companies are good at commuicating what they do, some are good at also communicating how they do it. Very few can communicate why they do what they do.
Simon provides Apple as an example of a brand that is brilliant at communicating why they do what they do. This has allowed them to continually outperform their comeptitors, and garner a huge loyal cult-like following.
To bring this to life, Simon provides the following 2 examples of brand communication:
Scenario 1 – A regular company selling computers
We make great computers
They’re beautifully designed, simple to use and user-friendly.
Wanna buy one?
Scenario 2 – Apple selling computers
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.
And we happen to make great computers.
Wanna buy one?
Two different styles of communcations, one works better thean the other, care to guess which?
Only when the WHY is clear and when people believe what you believe can a true loyal relationship develop.
For 2014, I challenge you to always start with why.
I’ll leave you with this brilliant TED Talk: