Why?
Simon Sinek gave a sensational speech about how companies strive to detail to their audience WHAT they do and HOW they do it; however, there are few companies that go out of their way to define WHY they do it.
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And according to Simon: “And WHY does not mean selling more; the WHY means: what is your purpose? What is your cause? What is your belief? Why does your organization exist? Why do you get out of bed every morning? And why should anyone care?”
As a result, the way we think, the way we act, the way we communicate is from the outside in.
And according to Simon, who shined a tremendous light on us at the end of the tunnel – inspiring leaders and organizations think, act and communicate from the inside out.
Few companies that go out of their way to define WHY they do it…
Companies are Changing
If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They are beautifully designed, simple and easy to use. Want to buy one? “Meh.” And that’s how most of us communicate. This is how most marketing is done, this is how most sales are done, and this is how most of us communicate.
See how Apple really communicates. “Whatever we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is to make our products beautifully designed, simple and easy to use. We happen to make great computers. Want to buy one?”
Totally different, right? Are you ready to buy a computer with me.
All I did was reverse the order of the information. What this proves to us is that people don’t buy what you make; people buy because you do it.”
People don’t buy what you do; they buy because you do it.
And managing your company based on this thought is doing Branding.
