Lead With Your Why
In 2009 Simon Sinek presented what would become one of the most famous and widely shared TedTalks to a local audience at TEDxPuget Sound. It was there he said, "People don’t buy what you do, they buy why you do it.” He also shared a powerful visual that helps futher shape this quote into easier understanding. It's called the Golden Circle. Here's my version of this diagram:
The premise of the Golden Circle is simple, but when used purposefully and effectively, it can elevate your brand and grow your business by leaps and bounds.
The first part of the circle is the WHAT. This is the easy part. It's the service or product you provide to your clients or customers. Next is the HOW. This is how you do what you do. It is also everything that you or your business have done to improve upon or create the WHAT. In other words, all the selling points of your product or service. And finally, the WHY. This is the heart, the core, of your business. It's why you do what you do. It is also no doubt the most important part of the Golden Circle and the most important part of how you can create and grow a successful business.
At Goodlux Media, one of the most helpful things I do with clients is figure out their WHY (this is also a part of my own why!) through helping them to build their "Why Statement" — which is also heavily influenced from Simon Sinek. Your Why Statement is a sentence that clearly expresses your brand's unique contribution and impact. The impact reflects the difference you want to make in the world, and the contribution is the primary action that you take towards making your impact. Together, these two components provide a filter through which you can make decisions, every day, to act with purpose in your business and in your life.
So here it is again:
- Why - This is the core belief of your business. It's why the business exists.
- How - This is how your business fulfills that core belief.
- What - This is what your business does to fulfill that core belief.
Leading with our why is the new, authentic way of marketing. The classic elevator pitch, where we share “what” we do, is long gone. People(and potential customers + clients) will no longer be swayed by a list of credentials; they are desensitized to it. Instead, they want to *feel* something when you share your passion, ideas, and business. Fun fact: it's estimated that 94% of Millennials today would switch brands to support a cause. The trend is clearly leaning heavily towards impact and service.
When we work together, no matter the scope of the project or size of the undertaking, we'll use your WHY as our focus and influence to get you exactly where you want to go.