People don’t buy WHAT you do, they buy WHY you do it…


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I came across Simon Sinek’s work through a blog post by Augie Ray of Forrester.  Sinek is the author of Start With Why.  In the following video, he explains why great leaders, and great companies, don’t start with what they do, but with why they do it.

To take just one convincing example, he observes that (unlike so many of our current generation of politicians) Martin Luther King won his followers over not by having a plan, but by having a dream.

Sinek goes on to suggest, in a powerful and compelling way, that great organisations succeed by doing business and attracting followers (buyers, employees, influencers, etc.) who believe what they believe.

Invest 18 minutes in watching this video, and then reflect on whether, at the heart of how you communicate, you are leading with “why” – or with what… and whether you are driven by a cause, or a belief, that you and your organisation are passionate about.

Republished with author's permission from original post.

Bob Apollo
Bob Apollo is the CEO of UK-based Inflexion-Point Strategy Partners, the B2B sales performance improvement specialists. Following a varied corporate career, Bob now works with a rapidly expanding client base of B2B-focused growth-phase technology companies, helping them to implement systematic sales processes that drive predictable revenue growth.


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