People Don’t Buy What You Do

I just finished listening to Simon Sinek’s book, Start with Why: How Great Leaders Inspire Everyone to Take Action.  It is an awesome book, and I plan on listening to it a second time.

I’ve previously written about understanding your why.  Why are you in business?

Simon takes it a step further.  He says, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”  Therefore you must lead with your why.

He talks a lot about Apple and other computer companies.  Apple leads with their why.  “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.  And we happen to make great computers.  Want to buy one?”  Other computer companies make computers…and when they tried to venture into other markets, like MP3 players, they failed.  Apple, however, is not just about computers anymore.  They inspire people — it’s like a cult!

Most of the time when we talk to a prospect, we start with WHAT we do.  We lead with the tangibles and the benefits.  Example:   “I’m a Virtual Assistant; I help entrepreneurs with their online marketing.” Yawn…

But remember, people don’t buy what you do – THEY BUY WHY YOU DO IT.  What about starting with why?

People will be inconvenienced, pay more, and go to extraordinary lengths to work with you when they’re motivated by your why.

Here’s an example of what I’m playing with for my business:  I want women business owners to have successful businesses, yet still have time to spend with their family and have the lifestyle they dream of.  My business is a success when their businesses are a success.  If they succeed, I succeed.  I know what it’s like to build a profitable, successful business while raising kids, and I understand the importance of having a high quality team around you.  I empower and equip women business owners.

Starting with why allows you to inspire others – not manipulate.  I’d love to hear what you think of my why and I’d love to hear your why!  Share with me below.