Why some individuals or organisations achieve better things than others, even if they were to create exactly the same things?
I watched a video recently that made me inspired and motivated to do better in what I believe.
Over the past few years this urge to understand the world deeply has made me question why some things work the way we anticipate or how can you explain when others are able to achieve things that goes against what everyone else’s belief.
Why is Apple so innovative? Years have past and they are even more innovative and way ahead their competition and yet they are just a computer company. They are just like any other company, with access to the same pool of creative workers, consultants, marketing etc.
There are thousand of social networks available for you to join right now, but why is Facebook currently the leading social network? What has Mark Zuckerberg done to achieve such status? All you need to create a social network is a computer, someone to code, design and a hosting, then bang! Social network created!
But why does it feel that these companies have something divergent?
All inspiring leaders and organisations in the world, whether Apple or Facebook, they all think, behave and communicate the same way and it’s the complete opposite to everyone else.
In order to discover how it is done, you have to ask yourself 3 questions. Why? How? What?
Every person or organisation knows what they do, there’s no doubt of that. Some know how they do it and call it their differentiated value proposition.
But not many people or organisation know why they do it. Why you do it shouldn’t be about the profit you will generate, as this should ALWAYS be the outcome. When asking why, we need to go deeper than that and ask ourselves:
“What’s the purpose?”
“Why are we doing this?”
“What do we honestly believe in?”
“Why does our organisation exist?”
“Why do I get up every morning for”
“Why should anyone bother?”
We take actions, we transmit the message from the outside in, we go from the simplest thing until we lose control and all turns into a complicated mess.
Well known leaders inspire team work, trust and a different way of thinking, and they transmit the message from the inside out, they share what they believe, they are explicit with their purpose.
As an example, when Facebook does something to promote a new feature on the social network, they don’t send an agency to speak on their behalf and you know they could afford the best design agency in the world to do so, but instead Mark Zuckerberg is in a video talking to the users, he is passionate about the purpose of people connecting and how wonderful bringing information to people is.
If Apple were like any other computer company they could have their marketing message to say: We make great, beautiful and user friendly computers. Do you want to buy one?
And this is how most of us communicate, that’s how many marketing and sales are designed. This is how we communicate with people, we say what we do and we say we’re different and better and in exchange we expect someone to approve that, to buy something.
Instead if you pay close attention to how Apple communicates, it reads like this:
The right setup and support to help your business grow.
Apple believe the product they created will help you to go further with your business.
Or an old message that Apple used:
Here’s to the crazy ones. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
Their message is unique, empowering and unique. There’s passion about what they do and we want to buy that passion.
Here’s the best part: None of what I’m telling you is my opinion. It’s all grounded in the tenets of biology. Not psychology, biology. If you look at a cross-section of the human brain, from the top down, the human brain is actually broken into three major components that correlate perfectly with the golden circle. Our newest brain, our Homo sapien brain, our neocortex, corresponds with the “what” level. The neocortex is responsible for all of our rational and analytical thought and language. The middle two sections make up our limbic brains, and our limbic brains are responsible for all of our feelings, like trust and loyalty. It’s also responsible for all human behavior, all decision-making, and it has no capacity for language.
But if you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do. The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. The goal is not just to hire people who need a job; it’s to hire people who believe what you believe. I always say that, you know, if you hire people just because they can do a job, they’ll work for your money, but if they believe what you believe, they’ll work for you with blood and sweat and tears.
People don’t buy what you do; they buy why you do it. If you talk about what you believe, you will attract those who believe what you believe.