Simon says, Start With Why. I disagree.

Look, I get your skepticism. After all, who am I to argue with Simon Sinek? His book has sold more than a million copies. His TED Talk has over 60 million views. The question, What’s our why? is asked regularly in boardrooms around the world.

But let me play devil’s advocate.

The premise of Start With Why is that people don’t buy what you do, they buy why you do it. Your ‘why’ offers a sense of shared vision and values that enhance the perceived value of your product or service. With that I agree.

But when it comes to purpose driven organizations, starting with why isn’t as effective. Since purpose is already baked in, the added value people are looking for is impact. The question isn’t what do you stand for, it’s how well are you living up to it?

How organizations frame their purpose-driven messages can even damage credibility. Many over-focus on the problem, scoping out the need rather than defining their impact, which can undermine credibility by suggesting meaningful advances are not being made by them or anyone else.

Saying you’re purpose-driven is one thing. Proving it is another….

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With thanks,

Joni