Simon explains every company knows WHAT they do, most companies know HOW they do it, yet very few companies know WHY they do it.
Most companies focus on HOW they are different to their competitors, and this results in them being seen as a commodity.
They use manipulative strategies to get your business – but this does not build trust and loyalty.
The companies who build trust and have a cult-like following are the ones who know their WHY and can communicate it effectively.
All great leaders and companies start with WHY.
A WHY is a cause or a belief that you can get behind. It stirs up a ‘feeling’ within you. You feel connected to it. You identify with it.
Simon uses the example of ‘Apple Inc’ throughout the book because they have a clear sense of their WHY.
And everything they do is tangible proof of their WHY.
Yes, Apple makes high-quality products with great features.
But,
Their customers aren’t buying their products or features…
(Although they rationalise their buying decisions with this because it’s hard to put to words how we ‘feel’ about something)
Apple’s WHY is about challenging the status quo and thinking differently.
Everything they do and the products they create serve as tangible proof of this cause.
And their customers and employees believe what they believe.
Apple doesn’t have to convince anyone of their value. Everyone knows they’re different. And their customers are willing to pay a premium and be inconvenienced (stand in line for hours) to get their hands on their latest products.
Because they identify with Apple’s WHY.
Have you ever felt lost in WHAT you do?
There’s a great story about three bricklayers who are all building a wall.
A man stops and asks the first bricklayer, “What are you doing?”
The first bricklayer hastily puts down his brick and replies, “I’m a bricklayer. I’m working hard to feed my family.”
The man asks the second bricklayer, “What are you doing?”
The bricklayer stops and declares, “I’m a builder, I’m building a wall.”
Finally, the man walks over to the third bricklayer. He can see this man is different. He has a spark in his eye.
He asks the third bricklayer, “What are you doing?”
The third bricklayer enthusiastically replies “Thank you so much for asking, I’m building a great cathedral!”
The first two bricklayers were focused on WHAT they were doing. They saw themselves as commodities with no special purpose.
But the third bricklayer, he knew WHY he was doing what he was doing, and he communicated it.
He saw himself as a man connected to a mission far bigger than himself.
Finding my WHY
I knew WHAT I did, I knew HOW I did it – but I’d lost track of WHY I did it.
I’d been thinking like the first two bricklayers – focusing on WHAT I did.
“I’m a coach. I’m a writer. I’m a podcaster.”
What, what, WHAT!
But what was my WHY?
What got me out of bed in the morning?
I mulled over this question each morning while I was re-reading this book and sipping my green tea.
And one morning, it hit me.
My mission is to inspire ordinary people to become great, to attain financial independence and to live a life they never want to retire from.
I immediately felt deeply connected to this message.
Why?
Because this is the cause I believe in.
This is what I want for myself, and what I want for myself I want for others.
I realised everything I do from the newsletters I write, the podcasts I create to the coaching I do — are WHAT’S to help fulfil my WHY.
They are vehicles I use to inspire YOU.
There’s a strong chance you’ve subscribed to this newsletter because:
1) You want to become great
2) You want to achieve financial independence, or
3) You want to build a life you never want to retire from
And if you don’t align with these causes, this newsletter and all the work I do probably isn’t for you. And that’s ok.
Now let me leave you with two questions to ponder,
What’s your WHY?
Why do you do what you do?
