Please. Let's not start with your "why"?

Please. Let's not start with your "why"

I had a nice chat with a LinkedIn friend who said he was working on a client marketing strategy by using the Simon Sinek model of determining the company's "why." But this makes no sense.

This "why" idea comes from Simon's book called?Start with Why: How Great Leaders Inspire Everyone to Take Action.

This book is more than famous. It's a sensation. The "start with why" movement began in 2009 when Simon did a TEDx (and later TED)?talk on this subject, suggesting that?people won't truly buy into a product, service, or idea until they understand the WHY behind it.

Simon Sinek is awesome. He is a great writer and speaker. But ... when it comes to most practical marketing, this idea is patently false.

The truth behind why

For 99 percent of the products I buy, I have no idea what "the why" is. I'm not being flippant or disrespectful. It's just true.

  • I bought a hamburger because I'm hungry and they taste good.
  • I bought a new racquetball racquet because I wanted a better chance at beating my friend.
  • I bought new plants from a little garden center (and even paid more) just because it's close to my house and saved me time.
  • I have a company cut my lawn because I would rather be blogging. Or doing anything.
  • I buy Excedrin Migraine Relief because it was recommended by a friend and it works really well when a headache is beginning. Off the top of my head, I cannot name the company that owns the Excedrin brand, let alone know their "why."
  • I buy car insurance because it is a legal requirement to do so and I don't want to break the law.

... In other words, it's all about me,?and my why. Not a business why, MY WHY.

A reality check

Try it yourself. What percent of all the products you bought last week were driven because you're attracted by the company's "purpose" or "why?" Probably zero.

It's time to break out of this guru bubble.

People don't really know or care about your why. They usually only care about THEIR WHY.

(PS I realize there are exceptions. There always are. The answer to every marketing question is: "It depends." But generally speaking, I am correct here!)

I know this advice sounds unconventional with all the hype about purpose-driven marketing, but doggonit, sometimes I just want to buy something without wading through branded content. Why can't anything just be normal? Why does it have to showcase your "why?"

Let's stop the navel-gazing in our marketing and get out there and talk to some customers. Make your customers -- and their why -- the centerpiece of your story and your brand.

I appreciate you and the time you took out of your day to read this! You can find more articles like this from me on the top-rated?{grow} blog?and while you’re there, take a look at my?Marketing Companion podcast?and my?keynote speaking page. For news and insights find me on Twitter at?@markwschaefer?and to see what I do when I’m not working, follow me on?Instagram.

Illustration courtesy Unsplash.com

Steve Ignatious Trotto

Graphic Designer and Illustrator

1 年

i dont think you need to "know" a company's why, you can know a companys why just by experiencing the product. it doesnt mean you have to do research. when you bought a burger, which burger place did you go to? why that one? why did you choose excedrin over other brands? you are taking the concept out of context, so it is not going to make sense.

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Ronda Berns

Customer-Centric Sales Training & Coaching Programs- Empowering salespeople to forge connections, confidently deliver presentations, and master negotiations to reach their goals. #rondaberns

3 年

I believe that the WHY in sales and marketing is what benefit you offer your client and why should they work with you. Why are you the best solution to help THEM...

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D. Scott Smith, MBA - Motivational Listener

One conversation can change your life or your business. #MotivationalListener #RadioHost #ThoughtLeadership #AmazonInfluencer #Podcaster #ChiefOfStaff

3 年
Laura Gordon

Web Developer and User Experience Designer

3 年

I love the idea of "your why" and "their why" A customer is always using "their why". In fact your list is a perfect list that the company should attempt to determine when creating their marketing strategy. If the company knows "you want a new racquetball racquet to beat your friend" that concept can be used in their own strategy. The question is how to learn your customers why. It is learning about your customer and potential customers out there. Thank you for your thought provoking idea! Our business shifted to our customers why last year instead of our why. Thanks to some of your ideas in the digital marketing clsss. And it has worked! We've increased the number of campers for our roller coaster camp over the last few years!

Doug Walker

B2B Executive Marketing Consultant for Healthcare and Other Tech Companies | Branding, Go-to-Market, Messaging, & Content | Making complex things simple to engage, convert, and sell

3 年

Hallelujah! I think finding your "why" can be a great internal exercise, but "leading with your why" is self-indulgent and silly for marketing.

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