Why do you do what you do?
This is the question a new Ted talk asks you to answer
Simon Sinek: How great leaders inspire action
Simon reminds us that people buy because of ‘why you do something’, not ‘what you do’. When you inspire people with your products, your cause, your brand they become ambassadors and they will carry your message on to the public. A Harvard Business Review on loyalty, published in 2001, analyzes a similar point. The number one driver for growth is your customers willingness to evangelize your products, cause or brand. So how do we find these types of people?
I think you need to start with a great group of marketers that believe in what you do. It’s hard to create inspiring ideas if the people you are relying on lack the drive and passion to tell an emotional story. You need to find people that cut through the marketing clutter to create a message worth repeating. At that point, make sure you’ve got insight and know who your customer is and how to reach them. It usually helps to have great analytics people on your team. Finally, look for ways to create emotional connectedness with your customers. If you haven’t tried a hand-written post card to your loyal evangelists, what are you waiting for?
Thanks Simon for a few great quotes to inspire us all:
“People don’t buy what you do, they buy why you do it!”
“We follow those who lead not because we have to, but because we want to.”