Start with Why
At our last quarterly Swift Straw meeting, we spent the majority of our time working together to define “why” we were in business. People don’t buy what you do, they buy why you do it. The science behind this principle is that buying decisions are made in the limbic part of the brain, which also happens to be the emotional part of the brain. Logic on the other hand is housed in the neo cortex. So the decision making process starts as an emotion or a feeling, and then is later justified or explained from the neo cortex. You buy an Apple computer because of the way Apple products make you feel, and then you justify that decision with references to design and features.
This explains why someone would get a giant Harley Davidson tattoo plastered on their forehead. Not because of what the motor cycle does, but rather because of how the Harley Davidson brand makes them feel. When one Harley Davidson supporter was asked why all the tattoos he said, “Because it makes me feel like an American.”
After a rigorous process, our team has defined our “why” as: We empower people to become the best version of themselves by constantly improving, challenging the status quo and making the impossible, possible.
We certainly don’t have magic pine straw, but I can guarantee that we will constantly find better ways to serve our customers and improve as individuals. We will continue to challenge any industry norm that leads to a customer frustration. And we will innovate in order to make the impossible possible. If these are the things that you believe in, then we are without a doubt the company for you.
Below is a link to a short video clip by Simon Sinek which walks through the concept of Start with Why. I challenge you to go through this exercise with your team so that everyone will know “why” they want to work with you.
Simon Sinek: How great leaders inspire action | TED Talk
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action