Start with why — for your business or app
People don’t buy what you do, they buy why you do it.
Simon Sinek’s TED Talk explains how certain people and organizations are more innovative, influential, and profitable than others. It’s because they start with why, over what. They focus on why they do what they do — their mission, vision, and beliefs. Not what — not the actual product, service, or feature.
Every business owner, marketer, designer, product strategist, and app builder should consider Sinek’s why framework. Use why as a tool for growth. A compelling why attracts others that agree with your cause.
Why helps determine whether the driver for your business, or app idea, has a strong vision, with potential, and good understanding of the problem — verses wanting to build something cool, or perhaps an idea that needs more direction.
People don’t buy what you do, they buy why you do it.
— Simon Sinek
Why Framework
The why framework is an exercise to answer: why, how, and what. In that order. Sinek calls this the Golden Circle. Start inwards, then work out. Not the other way around. He relates this to the human brain. The center, or limbic brain, handles emotions and decisions — the why. The outside, or neocortex brain, handles language and reasoning — the what.
Why
Why besides profit are you building this app? Or business? What’s your purpose? Belief? Mission? Why do you exist? Besides profit and recognition?
Humans make decisions based on gut feelings, trust, and behavior. These are more powerful than the rational reasons.
Why could be empowerment, advancement, or making the world a bit better.
How
How will you do it? What’s your value proposition? Differentiator? Process? Methods?
How is the justification, things like speed, convenience, usability, quality, or aesthetic design.
What
What is the actual app, product, output, or thing you’re making or doing.
This is the language you use, the rational, and the features. What is the tangible proof of your belief.
What is the computer, software, widget, service, hair product, tool, clothing, or thing.
Examples from those who inspire (and don’t)
Apple starts with why: Think Different. That’s why people wait in line for hours. Then consider Apple’s competition, like Gateway and Dell, all equally qualified to build computers. They start with what: features and low cost. They don’t really inspire. They don’t see the success of Apple.
Apple
Why: Everything we do, we believe in challenging the status quo and thinking differently.
How: We do this by making beautiful and friendly products.
What: We happen to make good computers, wanna buy one?
Other computer makers
What: We make good computers.
How: They’re beautiful, cheap, and have lots of features
Why: Wanna buy one [so we can make a profit]?
The Wright Brothers are a great example with a clear why. They were driven and inspired others. Contrast this to Samuel Pierpont Langley who had funding from the government, and top engineers. Yet he stopped working on the flying machine, when he heard the Wright Brothers did it first.
Wright Brothers
Why: If we can figure out this flying machine, we can change the course of the world.
How: We’ll work as a team, in an empty field, after work, and try again, and again, and again.
What: We’ll use bike parts and build this flying machine with basic tools.
Samuel Pierpont Langley
What: We’ll be the first to build the flying machine.
How: We’ll assemble a team of the smartest engineers and get funding from the government.
Why: We’ll be first, and famous.
Other Examples
Many other people, companies, and products start with why. Think about Toms, Tentree, Ikea, Tesla, JetBlue, Virgin American, Whole Foods, Nike, Life is Good, and GoPro. Think of Martin Luther King, Marie Curie, Mother Teresa, Elon Musk, Mahatma Gandhi, and Kathrine Switzer.
GoPro
Why: We believe sharing experiences makes life meaningful and fun.
How: We empower you to capture life, as you live it, wherever, whenever, and whatever that moment may be.
What: We make small, waterproof, action cameras.
Your turn — why?
So I encourage you to ask why first. Then how. Then what. Don’t jump straight to the what of your business, or app idea. Ask why. Understand why. That will rally users and lead to growth.
Remember:
People don’t buy what you do, they buy why you do it.
— Simon Sinek
