Why ... not what

The main poing of this post is to let you know that when it comes to inspire it's about the "why" and not the "what"!

All companies know "what" they do ... some know "how" they do but very few know "why" they do (purpose, cause, belief) - i'm not talking about "profit" that's a result!

Instead of explaining things in the "usual way" which is What -> How -> Why if you wish to inspire you should do things in this order: Why -> How -> What. If you wish to inspire you should epxlain whatever you are explaining (or selling) in this order and not the other way arround. This is a pattern used by many: Apple, Martin Luther King and many others. Let's take the example of Apple:

• If apple were like everyone else an advertising message would be something like this: "We make great computers. They're beautifully designed, simple to use and user friendly. Wanna buy one?" And thats how we work generally speaking .... but thats uninspiring.
• Here is how Apples does it: "In everything we do we belive in changing the status quo, we believe in thinking differently. They way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Wanna buy one?"

Did you notice that just by reversing the order you change everything. The conclusion to which Simon Sinek came to was that "People dont buy what u do they buy why you do it"!

And this is not an opinion. Its a biological thing - yes you read right - the brain is actually divided in layers:

1. The middle sections make our limbyc brain which corresponds to the "how" - responinnble for all our feelings (trust, loyalty) , all human behavior, all decision making and it has no language capacity
2. The neocortex corresponds to the "what level" - responsible of rational, analytical thoughts and language

This is why when you speak the "other way arround" (why, how what) first people you make them want to have it with the why -> then people will be interested -> then u justify the sale with the what.

Remember that "If you hire a person because they can do a job they work for money if they work for what you believe they will work with blood, sweat and tears" by Simon Sinek

If you want mass market success:

• To inspire use the words: "I believe", "I have a Dream"... not "I have a plan"
• "Those who lead inspire us" we follow them not because we have to but because want to.
• "We follow those who lead not for them but for ourselves" by Simon Sinek