The Why before the Why

People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or doubt. In contrast, many people who are drawn to buy Macintosh computers or Harley-Davidson motorcycles, for example, don’t need to talk to anyone about which brand to choose. They feel the utmost confidence in their decision and the onl

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We’re forced to make these less-than-inspiring decisions for one simple reason—companies don’t offer us anything else besides the facts and figures, features and benefits upon which to base our decisions. Companies don’t tell us WHY. People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or dou

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Remember, people don’t buy WHAT you do, they buy WHY you do it. If a company does not have a clear sense of WHY then it is impossible for the outside world to perceive anything more than WHAT the company does. And when that happens, manipulations that rely on pushing price, features, service or quality become the primary currency of differentiation

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Something to try the next time you’re considering a product or a service: spend a little time thinking about the motive behind it. It’s something that’s easy to skip entirely, especially when we’re busy evaluating a thing by its far more obvious and surface-level criteria. But motive is really important, and I think it can be an effective filter fo... See more

Each of us assigns different values to different things and our behaviors follow accordingly. This is one of the major reasons why it is nearly impossible to “convince” someone of the value of your products or ideas based on rational arguments and tangible benefits. It’s the ol’ Ferrari and Honda Odyssey debate again. Designer jean companies (or my

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But one thing’s for sure: when you’re standing in line at the supermarket with all of these items in your arms, your celery, rice milk, Oreos and M&Ms, nobody can see what you believe. What you do is supposed serve as the tangible proof of what you believe, and you bought everything. But what if you knew your WHY before you went to the supermar

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