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

Author Simon Sinek wrote a revolutionary book called “Start With Why”. He says, based on complex research results, “People don’t buy what you do, they buy why you do it.” He further adds – “those who know their why are the ones who lead.”

The Golden Circle:

Simon came up with what he calls The Golden Circle. Three circles – a circle within a circle within a circle. The outside circle is “What”, the second circle is “How”, and the innermost is “Why”. Simon further says go from the inside out instead of from outside in. Start with Why.

The Why: it’s your core belief, which inspires you to do what you do

The How: the specific actions you take to convert your Why into reality

The What: the tangible results from your action, which people see as proof of your acting on your Why Simon cites Apple as an example. He says Apple starts with “a purpose, cause or belief that has nothing to do with WHAT they do”. Companies and organizations with a clear sense of WHY never worry about the challenge of differentiation. They don’t think of themselves as being like anyone else and they don’t have to ‘convince’ anyone of their value. They are different and everyone knows it. They start with WHY in everything they do.

Take Apple for example. Apple says: “[The Why] In everything we do, we believe in challenging the status quo. [The How] The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.[The What] And we happen to make great computers.

Apply this system to your business, think how you can sort your business into The WHY, The HOW and The WHAT. You may see your business/trade from a different prospective and may be it will help you to get to the next level.