Why do you do what you do?
How do you explain when things don't go as we assume?
How do you explain when others seem to achieve things that defy all of the assumptions?
eg.
Why is apple so inivative?
They're just a computer company, they're just the same as everyone else.
They have the same access to the same talent the same agencies, the same consultants, the same media.
why did Martin Luther King lead the civil rights movement?
Why did the Wright brothers figure out flight when other teams were better qualified and better funded?
There's something else at play here.
As it turns out there's a pattern.
all the great and inspriing leaders think act an dcommunicate in the excat same way.
It's the complete opposite to everyone else. They communicate from the inside out.
It is the world's simplest idea and it is called the golden circle.
Why
How
What
What
Everyone knows what they do
How
Many know how they do it
Why
Few know why they do it. Why does your organisation exist? What do you believe in? Why should anyone care?
People don't buy what you do they buy why you do it.
The goal is not to sell to people who need what you have but to sell to people who believe what you believe. This breeds trust. This breeds loyalty.
What is about rational decisions.
How and why are where people make decisions based on feeling or gut instinct.
Feelings cannot be expressed in language whihc may explain why it can be hard to describe gut decisions.
The law of diffusion of innovation
- 2.5% innovators
- 13.5% early adopters
- 34% early majority
- 34% late majority
- 16% the rest are laggards
Early adopters buy what they buy because of what THEY believe
People who tell us what they have
- Tivo
- Langley
People who tell us what they believe
- Apple
- Martin Luther King (I have a dream, not I have a movement, I believe, not I have.)
- The Wright Brothers