Start With Why By Simon Sinek Ebook Download PORTABLE
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Sounds simple, right? But what Sinek found is that most companies do their marketing backwards. They start with their "what" and then move to the "how." Most of these companies neglect to even mention "why." More alarmingly, many of them don't even know why they do what they do!
But Apple starts with "why." It is the core of their marketing and the driving force behind their business operations. To help illustrate this point, imagine if Apple also started backwards by creating a marketing message that started with "what."
See how different that feels? Because Apple starts with "why" when defining its company, it's able to attract customers who share its fundamental beliefs. As Sinek puts it, "People don't buy what you do. They buy why you do it." Starting with "why" makes Apple more than just a computer company selling features, and that's why their products have flourished while their competitors' products with similar technology and capabilities have often flopped.
Leadership expert Simon Sinek is perhaps best known for giving one of the most popular TED talks of all time, which you can view at the end of this post. The Golden Circle theory explains how leaders can inspire cooperation, trust and change in a business based on his research into how the most successful organizations think, act and communicate if they start with why.