While building the conceptual framework of “Selling More in Seven Steps”, I reread one of the books I usually recommend, “Start with Why” by Simon Sinek. His revolutionary view on the importance of having a solid and defined “why” became the core of my work and guided my approach throughout the process of writing my first book.
The Purpose Behind “Selling more in seven steps”
My “why,” the reason behind “Selling More in Seven Steps,” goes beyond being just another guide to marketing. It is designed with a deep purpose:
My why: to help SMEs, marketing professionals, and students understand the world of marketing technology.
But back to Sinek’s book.
The Genesis of “Start with Why
This book, which quickly became a classic, is the basis for one of the most-viewed TED videos of all time. Sinek’s approach is clear: it is not so important what you do, but why you do it. In other words, the essential thing is to understand the underlying reason for our actions and existence. For Sinek, learning to ask the right questions can take a company from being merely good to being truly inspiring. In addition, by establishing an appropriate framework within an organization, it is possible to foster innovation and have committed people to carry out transformational projects.
Why is it essential to have a clear why?
Having a clear and authentic “why” not only sets the direction and purpose of a company, but also resonates with customers, employees, and stakeholders. People don’t buy what you do, they buy why you do it.
Examples of brands that started with “why
Companies like Apple and Tesla have not simply described what they do; they have forcefully communicated the why behind their innovations, creating a loyal fan base.
How to define your “why” in marketing
- Reflect on your motivations: Why did you start your business?
- Assess the impact you seek: How do you hope to change the world or your industry?
- Connect with your audience: Their opinions and perceptions can give you a new perspective on the value you offer.
The relationship between your “why” and your audience
By focusing on your “why,” you can build a deeper and more meaningful relationship with your audience, transforming casual customers into brand ambassadors.
About Simon Sinek
Originally from Wimblendon (1973), Simon Sinek is a Professor of Strategic Communication at Columbia University in New York. He is the mastermind behind The Golden Circle leadership model and has been a keynote speaker at world-renowned events and companies such as Microsoft, SAP, Intel and 3M. He is also a recognized voice in prestigious media, including The New York Times, Wall Street Journal, The Washington Post, and Huffington Post.
In business, remembering our “why” can be the anchor that keeps us focused and authentic.
“People don’t buy what you do; they buy why you do it.”
Simon Sinek
Have a good week!
