Simon Sinek wrote “Start with Why,” a book that shows that successful companies always find a way to connect with their clients (and employees) based on why they do what they do. The why of a company, is – in reality – more important to the world than what the company does or how they do it. This concept is summarized in this TED video called how great leaders inspire action, and I highly recommend you watch it right now.
To better illustrate this, Sinek uses the ‘Golden Circle’ of each company’s offerings. “What” the company does is the outside circle. “How” they do it is closer to the middle. And “why” is at the center.
All companies know what they do. Some companies know how they do it. But very few companies realize, let alone lead with, why they exist. Yet ‘why’ is more important by far than the what or how.
What happens when you lead with ‘Why’:
1. You have happier customers.
When you make behind the scenes decisions, you make judgements for your clients without their knowledge. There is always risk here. But you lessen that risk if your similarly-minded clients would be making the same decisions if they were in your shoes.
2. You create brand loyalty.
As Sinek noted, people purchase based on belief more than logic. Thus, when you up your price, change your approach, or start new products – your clients stay on board. They like you as much as what you offer.
3. You have more referrals.
When your clients believe in you, they tell people. It’s human nature to promote things a person cares about. Once your own clients start ‘caring’ about your organization, you’ll likely be overwhelmed with success.
4. You get rid of the riffraff.
Starting with why is risky in that you might lose potential customers: the ones that don’t agree with your basic beliefs. But that’s ok. Seth Godin reminds us in his book, Tribes that your tribe of followers doesn’t have to be huge for you to be successful.
5. You don’t lose focus
Whenever you verbalize a thought, it becomes more powerful to you. If you start advertising ‘why’ you do what you do, you might find yourself staying more focused as you remember the bigger picture.
6. You make friends.
Almost all the best friends start with a base belief of some sort. If you know what you believe, and promote it, you’ll be fortunate to have clients & colleagues as friends.
Some Bad Examples
Companies that don’t start with ‘Why’
Tivo (also mentioned above) is a great example of a company that ALL of us know ‘what’ they do. I’m not sure we even get to how, let alone why. But, their ‘what’ is thoroughly well done:
Dell also leads with their what (with a little bit of ‘how’ thrown in for fun):
Some Good Examples
Companies that do start with ‘WHY’
Kay Jewelers (specifically to keep me out!):
And best of all, Apple has intuitively led with their ‘why’ ever since their famous 1984 Super bowl commercial.
This 1998 ‘Think Different’ commercial instantly connects to me.
The above image was taken during a spontaneous ‘learn to ride a skateboard’ week in our 180 office. Is it amazing? Not really. But we love learning new things, pushing ourselves, and striving to never be left behind.
180 believes everyone should strive to be amazing at what they do. Not everyone agrees, and few actually strive for it, but those who do almost always succeed. Why be anything else?
What is your why?
