“What” Drives Us to Buy Something?

Simon Sinek is an author, visionary thinker and “unshakable optimist”. 


My search for high performance teams and people brought me to this  wonderful TED Talk. Sinek explores what makes people or companies stand out among their peers. The talk is 18 minutes long, longer than I like to send you to. 


It’s entertaining.


It’s inspiring and unique in its “discovery”. (True visionaries among you may be less surprised.) 


I think it’s worth the time. I hope you agree.


He asks:

  • Why is Apple so creative and consistently a leader in the computer business? Others have access to the same resources Apple has. Except for one!
  • Why could Martin Luther King Jr. attract a quarter of a million people to listen to him? Others had equal or better speaking talents and ideas, access to marketing resources, etc. Except for one!
  • Why did the Wright Brothers succeed in powered controlled flight? Samuel Langley failed, working with better funding, better education, more resources of all sorts. Except for one!

Other similar examples abound. Mahatma Gandhi, Mustang vs. Edsel, The Beatles, come to mind.


In Sinek’s talk he suggests that, in your marketing, you should answer:

  1. WHY do you do what you do?
  2. HOW do you do what you do?
  3. WHAT do you do?

In that order. Many people get that exactly backwards. They explain what they do. They may then explain how they do it. Some may even explain why they do it. 


Simon discusses the biological processes in the human brain. How they correlate with his recommended strategy. Why they don’t correlate with much of the marketing out there.


Next he talks about the law of diffusion of innovation. Why and when innovators, early adopters, majorities, and “laggards” buy things. 


Along the way, he entertains you!


I leave it to Simon Sinek to entertain you! While he entertains you he’ll explain why and how  all this works.   Enjoy!

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