Today Simon Sinek’s first TED talk from 2009, with 56 million views and subtitles translated into 48 languages, is the third most viewed among the 18-minute inspirational stories. Maybe his theory is no longer new to you either: good leaders don’t (just) talk about what they do and how, but most importantly about why they do what they do.
The why is the purpose. The why is why you would get up every morning and be happy to work even if money didn’t matter. Finding the why of your brand is a liberating journey that will take you to a business where everyone is motivated to do their assigned tasks.
According to the why and the idea of the golden circle, it is the duty of those in leadership positions to create an organization where those who work every day can feel part of something that goes beyond them.
Brands that are aware of their why get an important positioning tool. They can expect greater and lasting success, build stronger trust in their employees and consumers, and hope for much greater loyalty. They can be more forward-looking and innovative than their competitors.
Your vision is only actionable if you say it out loud. If you keep it to yourself, it will remain a figment of your imagination.
Simon Sinek
According to Simon, every organization operates on three levels: what it does, how it does it, and why. The first one is easy: what product you sell, what service you provide. The how doesn’t usually cause a lot of headaches either: that’s what sets you apart from the crowd.
The why, however, is a hard nut to crack for many. It is located in the middle of the circle. This is the key.
Money can’t be your why. Money is just a result. The why is much deeper rooted. What is the purpose, cause, or belief that made you create your business? What motivates and inspires everyday work?
If you share your why with your target audience, you can influence their emotions much better and your message will be more effective. They will most likely not look at the price of your product or service, but can relate to your brand on a completely different level.
When you involve your employees in the why of the company, a corporate culture begins to take shape. You can be much more purposeful in any company decision, and you can easily set an incentive vision.
Your why is guidance. Discover your why!
