Sell the WHY before you sell the WHAT and HOW

I have been a part of a lot of start-up companies and the ones who have seen the most  success get this principal and live it at at the core of everything they do.  


Even though I have seen a few companies live this out, it wasn’t until I heard my absolute favorite Ted Talk that I kept this in mind every single time I go to help a company with their messaging. It is not mind blowing because it is a new concept but it is the number one thing most companies will forget as they build marketing content.


“People don’t buy what you do; they buy why you do it”

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en#t-591699


Now that you have this mind set you would think it is easy, right?  Think why!  Think why! Think why!  Not as easy as it sounds.  The key is to get the heart of your company.  What are you passionate about?  What gets you up every morning to do what you do? Are the leaders in our organization driving the “We believe….” “We love…”  “We are driven by…” If you walk around your entire company right now and ask everyone from accounting to sales what it is your company passionate about, would the answer be the same across your organization? Some companies spend thousands on brand agencies to help the develop this exact message and it ends up on a plaque in the lobby but does it drive your business?


I had the pleasure of working for Infusionsoft in the early days where the brand promise became about the dream of every employee. As a matter of fact, every employee was not only asked to memorize the  Dream, Vision, Purpose and Mission (see below) we were asked to carry it out in everything we did.


Dream: Revolutionize the way small businesses grow.

Vision: Infusion will be the sales and marketing software program small businesses use to grow their companies quickly and profitably.

Purpose: Liberate and empower small businesses and their employees so they can enjoy doing business, wow their customers and better serve their families and communities

Mission: To create the leading sales and marketing software program for small business that is easy to use and powerful enough to turn small businesses into big businesses.

When you answer the WHY (Liberate and empower small business and their employees so they can enjoy doing business, wow their customers and better serve their families and communities) you can build on your DREAM ( Revolutionize the way small businesses grow) and easily and more clearly:

• Define the company direction and keep it consistent as you go forward
  
  
• Identify a clear target market
  
  
• Build better product/service offering
  
  
• Keep messaging focused
  
  
• Stir up emotions and create a sense of passion in the marketplace
  
  
• Evoke a sense of trust and authenticity
  
  
• Align employees driving toward the same goals
  
  
• Break molds and create change
  
  
• Shape strategy for all things to come
  
  
• Define measurements for improvement