We’re all selling something. Whether we’re selling our products to consumers, our skills and experience to recruiters, a project proposal to the Board, or a desire to convince our family that two weeks in the Maldives might be a really good investment, we’re all selling something.
Why are some people and organisations better at that than others? What links Apple, Martin Luther King and the Wright Brothers? Simon Sinek says it’s about the way they communicate. He talks about the golden circle – it’s actually 3 concentric circles with ‘why’ at the centre, ‘how’ in the next circle and ‘what’ in the outer circle. Sinek suggests that most of us communicate from the outside in. Great innovators and leaders communicate from the inside out. He says:
“If Apple were like everyone else, a marketing message from them might sound like this: ‘We make great computers. They’re beautifully designed, simple to use and user-friendly. Want to buy one?’ … Here’s how Apple actually communicates: ‘Everything we do, we believe in challenging the status quo. We believe in thinking differently. The 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. Want to buy one?’ … People don’t buy what you do, they buy why you do it.”
If you’d like to learn more, you can watch Simon Sinek’s TED Talk here.
So if people don’t buy what we do, they buy why we do it, we need to be certain why this product is what they need, why the recruiters should hire us, why the Board should accept this proposal or why the holiday in the Maldives is a great idea.
Today’s pebble for you:
Think of something you’re currently trying to sell. What’s your ‘why’?
What do you think?
Turning over pebbles is the blog of Thinking Space Coaching.
If you’d like to make progress in your work and life, why not email me to see how we could work together?