Why did we start doing what we are doing in the first place? Often times when a company becomes successful, its leaders start to focus on what they are doing as opposed to why they founded the company in the first place. Although focusing on what you are doing can get you far, it is having a clear sense of why you are doing things that make people connect with you and support you.
Start With Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek explains how great leaders are able to propel their organizations to excel by starting with why. Simon demonstrates how organizations with a clear sense of why are able to have great brand loyalty whereas organizations with a fuzzy sense of why eventually lose their competitive edge.
Even though Start With Why contains less than 250 pages, I find it 200 pages too long. A lot of the same points are made repeatedly with the same set of examples. With that said, I watched Simon Sinek’s Ted Talk on Start With Why and I highly recommend it.
People Buy Why You Do It
People don’t buy what you do, they buy why you do it
Companies are founded for a cause and to address a problem. However, often times companies forget why they are founded and start to focus on what they are doing. Apple is a great example of a company that starts with why.
Led by Steve Jobs, Apple believes in challenging the status quo and thinking differently. It is reflected in how they develop their products by making it beautifully designed and user-friendly. And they just happen to make great computers. Having a clear why/belief is the reason Apple has great brand loyalty and will have people line up for hours just to get their products. If you focused on what I just said, you would notice I didn’t say computers but products instead. It seems natural that we would buy an mp3 player or a smartphone from Apple. But would you consider getting an mp3 player from Dell?
Dell came out with an mp3 player over a decade ago and it got discontinued shortly after. It’s not because its products are less superior. Dell has access to the same talent and same resources as Apple and definitely have the technical capabilities to design great technology products. It is instead because Dell loses it’s why and started to focus on what which is selling computers. We see Dell as a computer company and can’t imagine getting a smartphone or a smartwatch from a computer company. However, we do that all the time with Apple. This is because Apple has a clear sense of why and people who share that why can connect to its products and even get inspired by it.
Start with why and be consistent with it. That means how you do things, which include your marketing, the people you hire, and your products need to reflect on why you are doing things. And with consistency, people will see and hear what you believe.
Great Leaders Lead With Why
Great leaders embody a sense of purpose that inspires those around them. You can motivate your employees with a higher salary and more benefits. But to get the best out of your employees, they need to feel that the company cares about them and get inspired by the cause that the leader is leading them. Average leaders give their people something to work on, whereas great leaders give their people something to work towards.
Simon Sinek is a great speaker and an idealist. Although I don’t enjoy the book due to how dragged out I find it to be, I do find the core insights of starting with why valuable. So instead of reading the book, I would recommend watching Simon’s Ted Talk that I shared above.
I’m currently reading The Tattooist of Auschwitz by Heather Morris.