Start with Why
The Power of Why
Why is it that certain companies and individuals achieve and continuously achieve higher than the societal norm? They have the same access and resources as the rest of society and many times they are less qualified or funded than the competition. There is something else at play here. Those times where we say “it just doesn’t feel right” speaks to the limbic system of the brain where all rational things might align, but it just doesn’t add up. I believe those companies and individuals who continuously achieve massive success think, act, and communicate the exact opposite from the masses. From a young age, the way we are conditioned to think, act, and communicate is from the outside in. And so we adopt that thinking to business practices. Every organization knows “what” they do but very very few know why they do what they do. A financial profit is a result and not a why and so I speak to the existence of the organization and why anyone who might purchase your product should care. The inspired leaders and organizations all think, act, and communicate from the inside out. Organizations say what they do or how their product is different or better than others and we expect some sort of response; a purchase or something tangible in return for these outside-in thought processes. It goes something like this: you have a need, we fill that need, buy us. That thinking is flawed. People don’t buy what you do, they buy why you do it says one of the most prolific thinkers of our time Simon Sanek. The reason why so many corporate mission statements seem vague and irrelevant and fail to inspire is not because they are too lofty or too abstract. It is because the executives tasked with translating the mission into execution lack the commitment and imagination to make the thousands of mundane connections between mission and execution that are necessary for success. They lack the inside-out thought process and execution. The goal should not be to do business with those companies who need what you have, but rather to do business with those who believe in what you do. Immediately your sales organization will be able to pull from a much larger pool of potential candidates when you stop explaining to them the features and reasons of a sales instead of an inspiring message of how. This is where gut decisions come from. Those who start with why have the ability to inspire those around them to a higher purpose, a deeper meaning, and a greater outcome. Start with why and start seeing more desired results in your organization.