In this 18 minutes TED talk, Simon Sinek presents a simple but powerful model for how marketers can inspire action, starting with a golden circle and the question “Why?”
Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?
His examples include Apple, Martin Luther King, and the Wright brothers — and as a counterpoint Tivo, which (until a recent court victory that tripled its stock price) appeared to be struggling.
In this famous TED talk, breaks down company activities into the what, the how and the why. Every company knows what it does, some know how they do it; few know why they do it. Sinek’s presentation shows that people buy your why.
So fellow marketers, don’t sell the feature. Sell the experience and why it is good for the customer.
People will not remember what you say. They will remember how they felt when you said it. Communicate your values and the things that move you. Sell the why.
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Here is another more updated video from Simon. But I still like the first one better.