World’s Simplest Idea
March 19, 2013 § Leave a comment
I’d recently come across a TED talk conducted in 2009 by Simon Sinek and could help but get drawn in by the simplicity of his message, ‘Start with the Why‘. ‘Start with the Why’ is such a simple concept, yet can be so affective if deployed in its intended state.
For most firms we communicate the ‘What’. ‘What’ we do and then following with ‘How’ we do it. But seldomly, does a firm begin with ‘Why’ – ‘Why they do what they do’?
Apple understands this… “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?”
Apples begins with the ‘WHY’ for a reason. It connects with the emotional – it distinguishes Apple from its competitors. How does Dell market themselves or HP – they begin with the ‘WHAT’ and follow with the ‘HOW’ and neglect to communicate the ‘WHY’. What drives them to do what they do. This simple exercise is what creates leaders and very loyal followers. What we do is the proof of “WHY’ we do it. People don’t buy ‘WHAT’ we do; they buy ‘WHY’ we do it.