For the most part, I’m not a ‘rah rah’ girl -I take a more pragmatic approach to life and business – especially in product development. However, I just watched a TED video with Simon Sinek and this presentation got me jazzed. So jazzed that I’m shouting from the rooftops!
This is a powerful piece of knowledge when it comes to today’s marketing –I hope you get pumped up, too.
Why “I Believe” is So Powerful
CorporateUSA of yesteryear began with the What, How, Why of their mission statement and many of us began our businesses in this very way. We were convinced by retired marketing practitioners to embrace the “If they were successful using this model, I will be successful too” mantra -it’s no longer true.
Many of their advertisements were condescending (still are) and continue to push demographics into a tidy little mold. I know the reason for being on Earth is not to please my husband by cleaning the bathroom!
Invert Your Communication
As defined by Simon, he contends that:
- Typical Organizations begin with: What, How, Why
Very few organization know ‘why’ anymore and I believe this is why they fail
- Inspirational Leaders begin with: Why, How, What
Remaining true to their core, their belief, is why I believe they thrive
By defining your mission based on inverting your communication, you’ll discover your core purpose. In the video, Simon then converts Apple’s current message with a typical organization formula (What, How, Why) contrasting it to their true message (Why, How, What) as a leader.It’s profound. Again, it’s been said before, but for some reason, he said it in a way I could understand.
Meanwhile, as a woman entrepreneur, I had a small glimmer of revelation in Simon’s talk -it’s when he breaks down the 3 components of the brain (I love talking about the brain) that parlays nicely with his Golden Circle:
- Homo sapien (the new brain)
- Neocortex (analytic), and the
- Limbic system (feelings)
Listen closely when he draws out the limbic system with his compare/contrast… “I’m going with my gut” “This just doesn’t feel right” “My heart isn’t in it.”
Why Lead with Why
And this is why I’m jazzed. Leading with “why’ has lifted a huge weight off my sales shoulders. When I use “why” to lead any endeavor, I can lead with purpose knowing that…
- “Why” is the reason/purpose of pitching my story
- “Why” is the purpose of a new product
- “Why” is the reason I want to build a foundation for abused children
- “Why” gets me up in the morning
This is “why” I believe women entrepreneurs will reign in this next century -because we balance facts with feelings- and there’s nothing wrong with that. Left brainers will challenge our beliefs and they’ll only do that because they could never quantify ‘feelings.’ Of course, understand the numbers, but lead with our gut. If the why isn’t solid, then it needs to be improved or simply tossed.
Why becomes necessary and gives us purpose for being.
People don’t buy what you do, but why you do it.