“People don’t buy WHAT you do, they buy WHY you do it” – Simon Sinek. Do you know WHY you do WHAT you do and if yes, WHY your products and services stand for in the hearts and minds of your target audience? When your “why” becomes bigger than your “what,” you have all the premises to becoming a leader brand.
There have been many publications on the “why” vs “what” concept in the past years since Simon Sinek has defined it (TED talk) highlighting the key importance for brans to define their why’s. When I met Simon in Boston last autumn, at the Inbound conference, it was one of those moments when you realize how things / concepts can become so real if you keep them simple. The “WHY” topic is essential for brands that desire to break through the cloud of “noise”. Simon stated that a leader brand is one who has “followers” (active and passive) not by manipulation but because they inspire. Innovation is no longer the only successful answer for brands (in most of the cases is a “what” communication with a strong RTB – reason to believe); and this is the reality of “traditional” brands. Within current times consumers demand higher understanding (“why”) to engage with brands as there are so many delivering similar benefits (“what”).
In LILAC workshops we outline and learn WHY your products and services stand for in the hearts and minds of your target audience. Once you start thinking and acting following your “WHY”, the brand communication across multi-channels moves to an upper level efficiently attracting your consumer target. When your “why” becomes bigger than your “what,” you have all the premises to becoming a leader brand to be LOVED.