by Dale Gehris
We are all able to explain what we do and how we do it. But the more challenging conversation to have is why we do what we do. Why does our company or business exist? When we can answer that, the what-we-do and how-we-do-it are not neglected, but easily follow.
In the book Start with Why by Simon Sinek, the main thesis is about understanding the importance of why your business exists. In other words, why are you doing what you’re doing? It also features The Golden Circle, a simple visual tool, to help embed this concept deep in your brain. Once you grasp it and operate on its truth (with consistency), all other things fall neatly into place.
The second most important philosophy Sinek shares is the value of building relationships with your customers. Using examples like Apple and Harley Davidson, he explains simply how loyalty is built between you and your customer and why they will stick with your products and services over your competitors’ — who try and steal them away with cheaper prices.
In the 30-plus years I have been in the advertising and marketing fields, I have learned one simple, invaluable thing: it is NEVER about you! It is ALWAYS about your customer — knowing them, understanding them, and keeping them as your focus. In fact, it is the only way to success. Start with Why consistently applies this principle throughout its pages in an easy-to-read style for any experienced businessman or layperson. Easily devoured in two sittings for an avid reader, this book gets you back to forgotten marketing basics and could help set you up for success and put you heads above your competitors.
Dale Gehris is the Creative Director at Aire-Master of America.