In his awesome book, Start With Why: How Great Leaders Inspire Everyone to Take Action, author Simon Sinek explains that the companies we LOVE to do business with (think Apple) all think, act, and communicate in a way that’s different from most everyone else…
Rather than starting the conversation by telling us what they do, these visionary organizations lead off with why they do what they do.
The concept behind this approach is incredibly powerful, and Simon explains it beautifully in this fascinating TED Talk. The general idea is that people aren’t really attracted to your products and services per se, but rather, the deeper meaning behind why you created them in the first place. According to Simon, this is rooted in how our brains are biologically wired to operate (if you have a few minutes to spare, be sure to watch the entire TED Talk — I promise you won’t be sorry!).
As I get ready to head to Inbound 2014 next week, I’ve been thinking a lot about what a powerful tool the whiteboard video can be when it comes to starting with your why.
Because the truth is, communicating your why to people is really hard! It isn’t something that you can get across logically — the way you can with features and benefits. It’s a message rooted in feeling. So words alone are not the optimal medium for conveying this.
On the other hand, showing people what your why “looks like” — literally drawing it out for them — while you explain it, now that is a why-oriented approach that packs a powerful punch!
So whether you’re looking to create a video to help you generate more inbound leads, spark interest in a new idea, boost brand awareness, or anything else, try and think about the powerful opportunity you have…the opportunity to start with why. Instead of drumming up business as usual, you may just end up with a cult of passionate customers who remain loyal for life.