I didn’t start with WHY. How about you?

This book stuck in my heart because I realized that I don’t start with WHY. After I read this book especially about “The Golden Circle” I started thinking about “START WITH WHY”.

So I believe if you read this book, it is good trigger to think about

Can I START WITH WHY?

Fortunately, I found our company’s “WHY” because it’s the same as our company’s vision which is officially announced to the public through our company’s website. I understand that “WHAT” means our product and service and “HOW” means the way how we can make our product more effectively, with less cost, less production time, and how to improve our product and service. So “HOW” is the action about differentiating ours against competitors.

Who starts with WHY?

The author wrote the following companies have loyal customers. Do you agree?

• Apple

• Harley-Davidson

• Disney

• Southwest

• John. F. Kennedy

• Ronald Reagan

Manipulation

I learned that “Manipulation” is the activity I’m doing every day and “Manipulation” create transaction but not loyalty.

I realized that “Manipulations” are the way how I promote our product to our customers. There are 6 manipulations listed in this book.

• Price

• Promotions

• Fear

• Asperations 

• Peer pressure

• Novelty

Price is an endless theme and I still believe reducing price is the biggest motivation to sell products. Discount is the easiest way that a monkey can do. Once customers buy at a discounted price, they no longer want to buy the product or service without the discount. When you buy a commodity product, price is usually one of the top priorities for your selection.

Promotions could also be a big motivation to buy something. Sometimes it’s a down payment or points which can be redeemed. It’s the same as a discount.

Those manipulation techniques can be used to sell something but not to create loyalty. However, I’m not saying that “manipulation” is meaningless or not worth learning. I think “manipulation” is worth learning. If you get it, you’ll get more salary.

Differentiation

When I read about the books about marketing, differentiation is the word frequently discuss. I read many marketing books to learn how we can differentiate from competitors.

I’m thinking to differentiate our product or service to make them better. 

But the authors said

Any company faced with the challenge of how to differentiate themselves in their market is basically a commodity, regardless of WHAT they do or HOW they do it.

Yes, I was struggling to have differentiation which may create sales transactions but don’t create loyalty. However, I don’t think the auther is saying that differentiation is meaningless. It’s important but shouldn’t start with it.

Ok, but how can we get loyal customers?

Start with WHY

People don’t buy WHAT you do, they buy WHY you do it.

I like the example Creative technology offered “5GB mp3 player” that is like WHAT you do and  Apple claimed, “1000 songs in your pocket” that is WHY you do.

Once we can identify your WHY then we can go to HOW and then WHAT.

a WHY is just a belief, HOWs are the actions we take to realize that belief, and WHATs are the results of those actions.

Celery test

We need to understand the best practice is not always best for us. I like the example described in this book that someone likes Honda and others like Ferrari. Both are nice cars. Which one is better? It depends on the person. It’s called the “Celery test”.

A WHY provides the clear filter for decision-making. Any decisions – hiring, partnerships, strategies and tactics – should all pass the Celery Test.

I hope you will find something important from this book. 

Lastly, the author of this book is Simon Sinek who is my favorite presenter!!

3 Must-Check presentations to inspire you