Start With Why

"People don’t buy what you do; they buy why you do it." How can you unlock your purpose and inspire others to follow you?

1. Two Ways to Influence: Manipulation Versus Inspiration

Businesses rely on two main tools to change behavior: manipulation and inspiration. While manipulation is common, it has limits. It incentivizes people to act, using tactics like discounts, promotions, and flashy advertisements. This might yield short-term gains but falls flat in building real customer loyalty.

Manipulation appeals to our immediate desires but doesn't foster connection. Customers drawn in by bargains migrate to competitors when a better deal arises. It creates a transactional relationship, lacking depth or authenticity. Think of clearance sales or exaggerated claims like “Four out of five experts recommend.” Effective? Yes. Sustainable? No.

Inspiration, on the other hand, drives connection on an emotional level. It resonates with shared values and a strong sense of purpose. Apple refuses to rely on discounts or deals yet commands a devoted audience. Why? Apple doesn’t sell products; it sells belief.

Examples

• Limited-time promotions create urgency but don’t ensure return customers.
• Apple’s loyal buyers queue for products despite higher prices.
• Brands like Patagonia thrive because customers align with their environmental values.

2. The Golden Circle: Why, How, What

Simon Sinek visualized purpose as three concentric circles, called the Golden Circle: the Why at the center, surrounded by How, and topped by What. Truly successful people, companies, and movements start with Why—it’s their core belief and mission.

Organizations often default to emphasizing their What—what products they offer—then move to How they're unique. But the Why, the true driving force behind everything, often gets neglected. Apple’s Why? Empowering creativity and challenging norms, a belief rooted in their founders' rebellious spirit.

When you start with Why, you connect emotionally, a human desire to find belonging and meaning. Products communicate these values, transforming them into a cohesive experience that customers embrace wholeheartedly.

Examples

• Apple focuses on its mission to "Think Different," not just selling gadgets.
• Martin Luther King’s famous “I Have a Dream” speech rallied others with shared values.
• The Wright brothers prioritized purpose over fame, resonating with passionate collaborators.

3. Origin Stories Shape Brands

Apple’s Why traces back to its founders, Steve Jobs and Steve Wozniak. In the counterculture energy of the 1960s, they embraced values of rebellion, individuality, and challenging societal norms. They weren't just creating computers; they were spreading a movement.

Their story, filled with barriers and breakthroughs, added authenticity. Customers resonated with their narrative, drawn to the beliefs behind the business. By aligning their What (computers and gadgets) with their Why, Apple built a lasting connection.

This approach explains why brands with hollow purposes struggle. Without an authentic Why, even the most innovative products might fail to gain traction, as they lack emotional resonance.

Examples

• Apple's journey from garage startup to cultural movement makes its mission believable.
• Nike’s story of perseverance mirrors its slogan: “Just Do It.”
• Tesla taps into its founder Elon Musk’s commitment to sustainable energy.

4. Emotional Connections Create Loyalty

Consumers align with companies that reflect their values. Apple's customers see themselves as rebels challenging norms. Owning an Apple product becomes more than a purchase—it’s a declaration of shared beliefs.

This bond isn’t rational—it’s emotional. Apple buyers rarely care about specs, unlike competitors that differentiate products through features. Instead, they buy into Apple’s vision. Inspirational leaders build tribes, where shared Why binds people together as a community.

This emotional connection transcends economic factors. Even when iPhone prices rise, fans remain loyal, while competitors struggle—consumers won’t deeply connect without a clear Why.

Examples

• Starbucks’ ethos around community and sustainable sourcing creates devoted customers.
• Harley-Davidson represents freedom for riders who feel part of a community.
• Apple doesn’t sell phones; it reinforces individuality.

5. Innovators Lead Early and Attract Others

Success starts with innovators and early adopters. These individuals embrace new ideas, drawn to visions that speak to them. Apple used its storytellers—those enchanted by its Why—to create buzz and attract mainstream customers.

This snowball effect relies on belief, not product superiority. Innovators dive in first because they’re connected emotionally. Early followers spread the message, making the movement grow organically through authentic enthusiasm.

This explains why groundbreaking ideas remain niche until the right Why drives them. Without it, products struggle to gain momentum beyond a small audience.

Examples

• Apple's first customers were tech hobbyists and visionaries.
• Tesla started with luxury electric vehicles to inspire change in a broader industry.
• YouTube caught momentum when creators began championing the platform's freedom.

6. "Why" Attracts Passionate Workers

Your Why doesn’t just draw customers—it galvanizes employees too. When people see their role as part of a bigger purpose, they work with passion instead of for paychecks. Purposeful hiring creates a mission-driven culture.

Employees who buy into a company’s Why spread that enthusiasm to customers. They go the extra mile, not because they have to, but because they’re inspired. This makes the difference between brands that thrive and those that churn through talent.

Even job postings can reflect your Why. Inspiring leaders lead not through commands, but by giving others a shared mission.

Examples

• Zappos’ employees embody the brand’s obsession with customer happiness.
• Google hires based on alignment with its belief in innovation and creativity.
• Blinkist itself opens hiring ads with its mission statement to resonate with like-minded candidates.

7. Rediscover Your Purpose Through Reflection

Defining your Why isn’t easy—it often involves retracing your steps and searching for the patterns. Sinek suggests revisiting past significant moments and understanding how others perceive you.

Look for those instances when you were most deeply driven or aligned. That’s often where your Why resides. It’s not about inventing a purpose—it’s about uncovering the one that’s always been there.

For companies, reflecting on the founders’ vision and original values can help refine a Why, ensuring it’s authentic and resonant.

Examples

• Sinek discovered his Why—"to inspire others"—by introspecting during low points.
• Nike’s persistent drive stems from its origin story of overcoming challenges.
• Pixar thrives by sticking to its core purpose: creating heartfelt storytelling.

8. Clear Communication Starts From Within

A great Why is ineffective if it isn’t communicated clearly. Leaders must start from the inside out. First, communicate the Why. Then, explain the How, and finally, clarify the What. Flipping this order risks losing the audience.

This principle applies everywhere—from marketing campaigns to internal team meetings. The order matters because people connect with purpose first, then execution. Companies that lead with Why naturally pull in customers who align with their values.

Channeling this inside-out approach in advertisements, presentations, and dialogues establishes a strong sense of identity.

Examples

• Apple’s iPod launch focused on reshaping music distribution, not gadget features.
• Patagonia’s environmental Why resonates in every campaign.
• Dell’s “me-too” MP3 player failed because it lacked an inspirational Why.

9. Leaders Focus on Why—and Delegate the How

Leaders should dedicate themselves to honing and sharing the Why instead of getting lost in daily operations. Trust the right people to handle the How—those operational and process details essential for bringing the Why to life.

It’s easy for leaders to lose sight of their purpose in the grind of logistics. Step back. Regularly revisit and communicate the Why to both customers and employees. A vibrant Why fuels everything else.

This approach sustains mission-driven progress and prevents the Why from being diluted over time.

Examples

• Elon Musk leans into his visionary goals while Tesla’s team handles execution.
• Steve Jobs obsessed over Apple’s belief system, trusting others with implementation.
• A leader who reminds teams of their Why energizes the whole workplace.

Takeaways

1. Reflect on your personal purpose or your company’s mission—look for patterns in the past to uncover your authentic Why.
2. Communicate from the inside out—start every message with Why, clearly explaining how and what only afterward.
3. Share your Why regularly with both employees and customers to foster trust, retention, and engagement.