Start With Why by Simon Sinek
Simon Sinek rose to fame in his TED talk back in 2009 sitting now at over 15 million views. Simple answers are usually the right ones and Sinek's mantra follows in its simplicity. People gravitated towards great leaders because they always communicate their why first. People buy from emotions over reasons so the why should always be the focal point of the pitch.
Companies all to often focus on gimmicks to get new clients. Think carrot vs the stick. You can either inspire with the stick or manipulating the stick. Most modern day sales tactics involve some sort of gimmick. However, this is inherently short minded as clients will not be buying based off of long term value. As a company it also paramount to focus on your why. Why are you getting out of the bed every morning. Not how your company is different or what your company does, but the actual why. Human beings want to be around people and organizations who are viewed as similar and share our beliefs. This is why it is crucial to start with “Why” as it will enable companies to tap into our innate drive to include those products as symbols of our values and beliefs. All too often companies start with how they are different or what they do because that’s what prospects are looking for. Don’t fall for that trap, lower prices, better customer service etc. etc. Humans buy off of emotion and the why is the key to close more deals.
Key takeaway: New companies should not focus on quick sales with flash sales and red discount signs. Buyers prefer the product of their favorite creator over a cheaper solutions (think Elon Musk) because they believe in the why.
Quote of the book: “When you compete against everyone else, no one wants to help you. But when you compete against yourself, everyone wants to help you.”
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