“People don’t buy WHAT you do; they buy WHY you do it.”
In his book Start With Why, Simon Sinek explains why every leader and company knows the WHAT. They can describe their products, their industry, and their competitors. Some companies also know HOW they do WHAT they do — their uniqueness, differences with competitors, and their values. But few companies know or can say their WHY — their purpose or their belief. The WHY is their reason for being. And the WHY is why people care.
Think Apple. It has incredibly loyal followers and customers. What is it that separates Apple from the rest? It is because Apple starts with WHY.
WHY = the purpose. Apple: we believe in challenging the status quo and doing this differently
HOW = the process. Apple: our products are beautifully designed and easy to use
WHAT = the result. Apple: we make computers
At Storage Works, we are strong believers in starting with WHY. Our mission statement at StorageWorks:
WHY: “we want you to spend more time exploring what life has to offer and on the things that matter”
HOW: “make room in your life – get organized – declutter your life, home and mind”
If you’re starting a new business, start with WHY. If you’re leading a team or an organization, start with WHY. The most effective leaders win the heart first, then the mind. And the way to win the heart is to start with WHY. Remember that “People don’t buy WHAT you do; they buy WHY you do it.”