People don’t buy what you do; they buy why you do it. This is the driving idea behind Simon Sinek’s TED Talk, “How Great Leaders Inspire Action” and is well worth the 18 minute watch. In this talk, Sinek says that understanding the values behind an organization is fundamental to knowing what they do and how they do it. The essential beliefs behind an organization are, as Sinek calls it, their “why.” By establishing and incorporating a “why” into everything they do, companies can differentiate themselves from their competition and connect with their audience on a deeper level. It also establishes an ultimate measuring stick to help maintain consistency, as as added bonus.
Presumably, all companies value their customers and want to provide them with outstanding products and services. But organizations that are truly impactful, identify their unique “why” and live it from the inside out. To create a desirable brand image and experience, they must find the specific reasons for why they do what they do and focus on consistently delivering those values every day through all touchpoints. It’s not enough to simply believe in the values that drive an organization; those values must be outstandingly and consistently apparent to the public.
The challenge is digging deep enough to find what makes their “why” different from their competition. Since every company believes it has great products and services, which does little to differentiate you from competitors,” shares Kat Anstine, Founder & Chief Growth Officer. “Find the thing that makes your organization truly unique." Whether it’s versatility, affordability, reliability, etc., companies have to prioritize and own certain values if they want to stand out. Once their unique attributes are established, they should constantly perpetuate those values in order to earn people’s trust. Trust can then translate into action and ultimately loyalty.
“Trust is a feeling that begins to emerge when we have a sense that another person or organization is driven by things other than their own self-gain. The goal is not to sell to people who need what you have, but to sell to people who believe what you believe,” said Sinek.
Ready to start discovering your “why?”, hit me up.