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! [Read more…] about People Don’t Buy What You Do