“People don’t buy what you do. They buy why you do it.”
People connect with the why behind what we do, not just the what. It’s not enough to simply offer a product or service; it’s about sharing the belief and values that motivate us.
I’ve seen this in my own experiences. When I focus on the deeper reasons behind my work, people respond more positively. They sense there’s more than just a task, product or service. It’s something I care about and believe in. This quote reminds me to keep my purpose clear and let that shine through in everything I do. In the end, it’s the why that truly resonates.
The Golden Circle
This idea, popularized by Simon Sinek in his book ‟Start With Why”. Sinek introduces a model called the Golden Circle, which consists of three concentric circles (from inside to out):
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Why. This is the core belief or purpose that drives a company (the reason it exists beyond making money).
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How. This describes how a company does what it does (its unique selling propositions or processes).
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What. This is what a company does (its products or services).