Why How What
How is it that some businesses are seen as rock stars while the rest get on with the daily grind to make revenue targets?
Writing marketing plans quite often focuses on the “what” of our products and/or services… the features of these… the benefits of those… how many hours per month.
Co-incidentally our competitors do as well… but what about that standout company that markets so differently, so boldly, that they seem to have a magic reach to the market. They seem to be selling emotion, on top of their tangible products, yet it hits a chord in the buyer’s mind.
I believe that most businesses in this highly competitive world of instant online service and gratification have lost their way. They have forgotten what drives business to their doors… understanding their customers’ needs. Empathy for the person buying your product and why they think your product/service will address their needs.
Richard Branson says, “The goal is not to do business with everybody who needs what you have; the goal is to do business with people that believe what you believe.”
Simon Sinek, whose business card describes him as, “an ethnographer and leadership expert” gave a very punchy TEDx talk on the subject. Sinek says, to avoid the trap of selling features and benefits, first understand why your client has come to you. They want a clean house not just a vacuum cleaner.
He says, understand "why" they want your product and then discuss the “how” it will solve the problem with “what” it has.
He calls it the “Golden Circle”
Follow this link through the Virgin site to see Richard Branson’s comments on “Why” then click through to Simon Sinek’s talk.
Craig Doyle, Manager, SSHED