In 2009, Simon Sinek delivered an inspiring TED talk, “How great leaders inspire action.” Viewed more than 65 million times, it was the inspiration for the famous book “Start With Why” and the popular quote: “Customers don’t buy what you do, they buy why you do it.”
To understand the impact of this idea, it’s worth recalling Sinek’s foundational model: the Golden Circle. Sinek argues that every organization operates on three levels: What, How, and Why. The “What” is what a company offers, their actual product or service; the “How” is the process or the particular way they deliver value; the “Why” is the underlying purpose, cause, or belief that drives the company. Sinek’s insight is that most organizations communicate from the outside in – starting with WHAT, while truly inspiring leaders and companies communicate from the inside out – beginning with WHY, then HOW, then WHAT. This approach, he suggests, is what builds loyalty and trust, not just transactions.
Unfortunately, this statement seems to be misunderstood and, more importantly, misapplied, judging by what I read on the websites or profiles of many entrepreneurs and businesses. Not only is it nearly impossible to understand what they are selling or offering, but this WHY has become a distraction that overshadows the real WHY.
So why do entrepreneurs keep promoting this quote?
- Because it sounds inspiring.
- Because it’s popular.
- Because it seems to be an answer to their selling difficulties.
So instead of questioning the real meaning of this phrase, or putting it into context, people blindly jump into this concept that they absolutely must communicate their deepest personal WHY, believing that this is how people will find them inspiring, like them and… buy from them!
The other WHY… the good one!
But there’s a much more important WHY to consider than our own: the customer’s WHY!
Customers first buy a product or brand because they have a need to fill, a problem to solve, or a goal to achieve:
- They buy La Parisienne laundry detergent because they want clean clothes.
- They buy Gillette razor blades because they want a close shave.
- They buy Pepsi because they want to quench their thirst.
- They buy at Walmart because they want to save money.
And they don’t buy an Apple computer simply for the sake of its WHY, but because they need a reliable machine to do their work or to write their next book.
And what about your WHY?
Your WHY is actually a mere selection criterion for the customer’s WHY.
When a customer has to choose between two or more options, ONLY THEN can your WHY (your purpose or conviction) potentially tip the balance in your favor.
Simon Sinek never said that we should only talk about our WHY, forgetting the WHAT or the HOW… Simply that the WHY is an important part that shouldn’t be overlooked.
YOUR WHY is only powerful when it serves THEIR WHY
If brands shifted their focus from simply broadcasting their own WHY to truly understanding and aligning with their customers’ WHY, the business and marketing landscape could change dramatically. Instead of self-centered storytelling, brands should practice genuine empathy, designing products, services, and messages that address real needs and aspirations. This approach would foster deeper relationships, greater trust, and two-way long-term loyalty, rather than mere precarious inspiration.
Brands don’t inspire by talking about themselves. They inspire by serving others — showing how their offer helps people pursue their goals, overcome their struggles, and fulfill their aspirations.
That’s the real power of Why.
Contributed to Branding Strategy Insider by Martin Ducharme, Brand Strategist & Creative Thinker
At The Blake Project, we help clients worldwide, in all stages of development, define and articulate what makes them competitive at pivotal moments of change. Please email us to learn how we can help you compete differently.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth, and Brand Education
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