How to use…

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My Thinkerprint

Example: Simon Sinek’s “Start With Why” [DELETE THIS AND ADD YOUR OWN]

Marketing is in the business of influence. Companies are trying to influence people to purchase their product. Marketing is the usual tool of choice. And when it comes to influencing behaviour there are two main routes you can go down: manipulation or inspiration.

The issue with marketing (and more broadly business) today? Too many companies focus on the manipulation route. They discount, they offer flash sales, they use scarcity, tap into fear. For these companies marketing and sales is all about persuasion. About convincing people that your product is the best option for them.

But all this does is alienate people. Sure, it might result in some short-term wins, but any trust or authority you could be building will be eroded. People always end up knowing when they’ve been manipulated. It doesn’t build long-term success. And it’s wholly unethical. It’s what gives marketing and sales a bad name.

Which is why I prefer to do down the other route. The inspirational route. Where people WANT to take action and purchase your product. How do you do that? You Start With Why. You figure out the core purpose behind your business, behind your product, and you communicate that through all your marketing and sales.

Less push, more pull. Less persuading, more attracting. Less manipulation, more inspiration.

That’s how leaders and companies can build a better product, a better culture, a better world. That’s how they can make a real, positive impact on society. And it turns out it does wonders for business growth too.

So stop hammering home the what. And Start With Why.

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Created by Joe Daniels. Need some help with your Thinkerprint or LinkedIn? I’m here to chat.

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