People don’t buy what you do, they buy why you do it

via ted.com

Author Simon Sinek explains how great leaders inspire action, using an incredibly simple model. Leaders —he says— try to convince people of their ideas explaining WHAT they offer, HOW they do it and eventually WHY is that important. Great leaders, instead, start with WHY, then move to HOW and only later they tell you WHAT.

As simple as it may seem, there are profound insights and learnings we can draw from the talk. It does not only apply to leadership but also to how brands communicate and persuade, or how people decide based on beliefs, not logic.

Go to minute 6 to find out, for example, that the part of our brain that regulates human behaviour and decision making has no capacity for language, just feelings. Therefore facts and figures do not drive behaviour. People just post-rationalise.

I’d love you to watch it, sit down for a minute, and post a comment here about WHY we do what we do in OgilvyAction. I’ve got my own answers but I’d love to hear from you first.

Regional Executive Creative Director Geometry Global Asia Pacific