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People don't buy what you do, they buy why you do it from "summary" of Start with Why by Simon Sinek
The concept that people don't buy what you do, they buy why you do it is rooted in the fundamental way our brains are wired. When we communicate starting with the why, we speak directly to the part of the brain that controls decision-making and behavior. This is because the why is what inspires us, it is the purpose, cause, or belief that drives everything we do. When a company or individual leads with their why, they are able to attract like-minded individuals who believe what they believe. These are the people who will become loyal customers, advocates, and supporters because they resonate with the underlying purpose behind the what. It is this emotional connection that drives loyalty and long-term relationships. On the other hand, when a company or individual leads with what they do or how they do it, they are only able to communicate on a rational level. This is the part of the brain that processes language and facts, but it does not drive behavior in the same way. Without a clear why, the what becomes interchangeable with competitors, leading to price wars and customer churn. By starting with why, a company or individual is able to inspire action and create a following that is based on more than just the products or services being offered. This is why some companies and leaders are able to cultivate such strong followings, even in crowded markets. It is because they have tapped into the power of the why to create a sense of purpose and belonging that goes beyond the transactional.- The concept of starting with why is about understanding human behavior and leveraging it to create more meaningful connections with others. It is about communicating from the inside out, leading with the purpose that drives everything we do. By doing so, we are able to inspire action, build loyalty, and create a lasting impact that goes far beyond just selling a product or service.
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