Archive for May, 2010

Why do you get out of bed in the morning?

I’m a big fan of the TED talks which I podcast regularly. In one recently, marketing guru Simon Sinek was talking about how great leaders inspire action. But the message can easily be applied to branding an organization — or yourself.

It all comes down to starting with the “why.”

Every single person knows what they do, Sinek says. Some know how they do it. But very people or organizations know why they do what they do. “By ‘why’ I mean: what’s your purpose? What’s your cause? What’s your belief? Why does your organization exist?”

“Why do you get out of bed in the morning?”

Turns out that leaders like Apple, Martin Luther King and the Wright Brothers understood that people don’t buy what you do; they buy why you do it.

“The way we think, the way we act, the way we communicate is from the outside in. It’s obvious. We go from the clearest thing to the fuzziest thing. But the inspired leaders and the inspired organizations … all think, act and communicate from the inside out,” he says. “The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.”

He goes on to use one of our favorite companies as an example:

Here’s how Apple actually communicates: “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?”

“When we communicate from the outside in, yes, people can understand vast amounts of complicated information like features and benefits and facts and figures. It just doesn’t drive behavior,” he says. “We we communicate from the inside out, we’re talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do. This is where gut decisions come from.”

For more, check out Simon Sinek’s website.

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Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
May 2010
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