Why is the sky blue?
Why does food have calories?
Why did the Steelers lose to the Jaguars?
Why are you reading this?
WHY is a question that we start asking at a very young age and one that we should never stop pondering. Asking WHY allows us to acquire knowledge, eliminate confusion, gain empathy, and most importantly, it allows us to understand. This month, I’m reading through the book “Start with Why” by Simon Sinek and, among many other insightful notes, one phrase particularly stuck out to me, “People don’t buy WHAT you do, they buy WHY you do it.”
Read that again.
“People don’t buy WHAT you do, they buy WHY you do it.”
When you start with WHY, your company is being represented by the cause of its actions and, consequently, clients and customers want to work with you because they support that cause. Traditionally, companies are so focused on selling WHAT they do that they don’t consider selling their WHY, but Sinek is here to change that way of thinking. He says, “Good quality and features matter, but they are not enough to produce the dogged loyalty that all the most inspiring leaders and companies are able to command. It is the cause that is represented by the company, brand, product, or person that inspires loyalty.”
Everything you do must work to demonstrate your WHY. So ask yourself, why do you do what you do?
As a member of Marketing Support Network’s digital department, Crowd Thread, I am proud to say that we care about our clients and successfully conveying their messages through social media, email, and website outlets. WHY do we do what we do? Because we care—it’s one of our core values!
The next time you’re considering doing business with someone; don’t be afraid to ask WHY. Once you discover their core beliefs and cause, the decision may become much clearer. Consider starting with WHY.