What's Your 'Why'?

A seemingly simple concept, to inspire, and yet one of the more elusive qualities among leaders, entrepreneurs, CEOs and managers. Why?

Great question! Why? Not just ‘why’ is it an elusive quality but ‘why’ in the first place?

A while ago, I was privileged to hear Simon Sinek speak. Simon Sinek’s book is Start with Why, How Great Leaders Inspire Everyone to Take Action.

Simon offered a unique business perspective backed up by biology, and did so with clarity and honesty that made it seem like a ‘duh’ moment for many in the audience and yet so many of us were still unable to articulate our own ‘why’.

We weren’t made to feel bad as he explained that the ‘why’ is generated in the part of the brain void of language and only able to process emotion, so the fact that so many are unable to articulate their ‘why’ is to be expected.

However, for the few that were able to articulate the why – these were the people who built great companies or became world-renowned leaders with legacies that outlived their mortal lives.

What is the why and what does that have to do with business?

Simon demonstrates how most marketing, corporate missions and management are built on the language of ‘how’ and ‘what’. This becomes a features and benefits dialogue but this approach offers no emotional reason why you would identify, trust or follow them. The features and benefits discussion can't answer 'so what?' any more than it can trigger the emotional connection for an employee or customer.

Loyalty comes from trust, and trust is an emotion that comes from that part of the brain that has no language. What a challenge this becomes. To inspire trust and loyalty then requires words that trigger the emotions first, the logic or justification will follow.
He demonstrated this with the example of ‘why do you love your wife’ question that no man can answer without struggling and then of course coming up with justifications. The fact that you love your wife is that you just do – and the reasons come from that part of the brain once again that is void of language so if you stumble to answer that or a similar question, relax, this is normal.
The second part of this equation is consistency and integrity to the ‘why’. Everyone in your organization, every product and service must remain true to the ‘why’.

Ok – have I completely lost you in the why, what, how? Allow me to share an example that he uses to demonstrate.
Sinek asks ‘Have you ever wondered why would people be so adamant, loyal and devoted to a substandard product? Why would they be willing to pay as much as double for it and stand in line for hours waiting for the next release?’
The answer is that from the onset, Apple defined the ‘why’ they are in business being to challenge the status quo. This resonated wildly among those who consider themselves rebels, creative’s and independent thinkers.

To this day hundreds of thousands, if not millions, remain true to that ‘why’ and Apple continues to remain true to their ‘why’ delivering products that challenge the status quo represented by behemoth industry giants in the realm of computers, telephones and the music industry. And the fans they raised in the early years remain as loyal today as the new wave of loyal consumers in each generation that follows. This mass of consumers don’t question the price any more than they question a company that builds obsolesce and incompatibility into their products – practices that would not be tolerated in any other circumstance.

Hmmm, is this making sense now? I do recommend picking up Simon’s book Start with Why and visit his website.
My why is the belief that everyone deserves a chance to be successful and since I began my company in 1993 I have been on a crusade for my clients to help level the playing field so that they can experience that chance. The how is through leveraging affordable technology for websites and now social media, and the what is the marketing creativity and strategy along with the coaching, teaching and training that we provide. This belief of is also the root of why I volunteer with some organizations as well as give my time freely to other organizations that exist to help entrepreneurs. And I volunteer at hospitals with my dog as a Pet Parnter Team helping others be successful in their healing.

What’s your why?