A Retired Publishing Recruiter Finds the Zen Secret -- and it’s Good Business!

Since I retired as a recruiter for the publishing industry, I’ve come to appreciate a publishing company’s challenges more than ever. That’s because I now pursue my avocation of writing and publishing fiction full time. Before, it was just a pleasant part-time diversion.

My goal was to make a little “mad money” from my writing, but like most publishers in the digital age, I’ve found that it’s not that easy. I’d guessed that something less than a full-time commitment would help me make productive use of my newfound extra time, and keep my mind engaged with something I enjoy. That’s the definition of a healthy retirement, right?

Instead, I’ve spent nearly every spare minute on my computer, writing or trying to market my writing. And you know what? I don’t think of it as a chore. I kind of like it.

Surprisingly, the process has made me realize something about myself: I have to write, even if I don’t make a dime. It’s turned into a real passion -- one that seems to have snuck up on me. The realization has helped me achieve a certain Zen mindset.

Here’s why anyone who has identified such a passion, and reached that calm state of mind, should be encouraged that commercial satisfaction can follow.

People don’t buy what you do or make. They buy why you do it or make it.

Having a fine service or product doesn’t necessarily impress potential customers. What matters more to them -- and keeps them coming back -- is your story about why you provide the service or make the product. If you have a compelling answer to Why? you have a good basis for success, and the dollars will take care of themselves.

?This is the philosophy that inspired one of Simon Sinek’s TED talks. Simon is a British-American author, motivational speaker, and marketing consultant. He analyzed several pairs of competing companies that have truly great products, and he divided them into two types, characterized by their success. See the following chart:

Type A: Successful

Type B: Unsuccessful

But they both have great products; why does one succeed and the other doesn’t? ?It has to do with the question Why?

Here’s an example:

Years ago, before I purchased an iPod, I had an MP3 music player that I used while I ?ran. I’ve long since forgotten the name, but I know I liked it; I liked it better than an iPod.

It was slightly bigger than a Bic lighter, and it had a thumb wheel to advance to the next song without even looking at it. That’s a big plus when you’re out in the cold with gloved hands. It also had what it called line-in technology. That meant I was able to plug it into other devices and digitally record songs, or dialog, or any audio.

To me, it was superior to an iPod. So why did it disappear?

iPods became ubiquitous because they had the right answer to Why? That answer led to a better-looking product that stored more songs and was more durable. And it was improved continuously. Apple constantly innovates; constantly challenges the status quo. Someone once said that Steve Jobs created products that we don’t yet realize we need. That’s Apple’s answer to Why?

Simon draws three circles to demonstrate his point. The innermost one is labeled Why? The middle one is How? and the outer one is What? He calls it the Golden Circle Concept, and it explains who rises to the tops of their fields. It also happens to correlate with how the human brain is organized.

Deep in the part of our brains that formed in our earliest ancestors lie our basic motivations and emotional decision-making behavior. It is the Why? of whatever makes us tick. Talk to someone’s basic motivations and we’re inspiring a behavior. Talk to the part of the brain that formed most recently in our evolution, the part that understands features and benefits, and we’re uninspired at best -- and bored at worst.

Unfortunately, this is how most organizations market and sell: they talk up the What? but ignore the Why?

People don’t buy what you do or make. They buy why you do it or make it.

?As an exercise, get a blank sheet of paper or computer screen, and write down the questions Why? How? and What? Leave space for your answers.

The What? should be easy: it’s what you produce, or the service you provide. It’s what most sales or marketing people emphasize: we make great cars (or computers, or furniture, etc.). There may be some benefits or features in the pitch.

Want to buy one? (Insert the sound of crickets here.)

The How? should be pretty easy too. In salespeak, you create the best designs or use the fastest processors or procure the finest leather.

How about now? Want to buy? Still no?

The Why? is the hardest question to answer. It’s from the part of the brain that has no language; only gut feelings. But it’s the key to connecting with one’s customers.

People don’t buy what you do or make. They buy why you do it or make it.

I did the exercise:

Why? I believe modern science fiction has gotten away from the fun adventure stories that fascinated me as a kid.

How? I watch and read classic science fiction to help me imagine fresh what-if? scenarios. I flesh out the ideas for stories that can transport readers to awe-inspiring adventures.

What? I publish entertaining science fiction books. ????????????????????????????????????????????????????????????????????????????????

What’s your product or service? Do you have a compelling answer to why? If not, you may want to consider a different endeavor that you have a passion for. If you do have a compelling answer to Why? then terrific. Now you just have to make sure your customers and clients hear about it. Namaste.

?The End

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