Lessons from Simon Sinek’s “Start With Why”

On Brian’s recommendation, I’m currently reading the book “Start With Why” by Simon Sinek.

And I highly recommend that you to check it out at some point.

The message of the book is simple, but very profound.

Here is a passage that sums it up best…

“Those who truly lead are able to create a following of people who act not because they are swayed, but because they were inspired.  For those who are inspired, the motivation to act is deeply personal.  Those who are inspired are willing to pay a premium.”

There are a number of people out there whose leadership skills have shaped American culture – from the Sunday morning pulpit to the political arena to a professional sports locker room. Some people just know how to make people believe in them.

Likewise, the business world has its share of inspiring leaders who inspire their consumers to pay a premium for their products. Not only that, but then suggest those premium products to others.

Apple is a perfect example of this idea.

Millions of people pay two to three times more for an iMac than they would a regular computer. Those very same people probably also own an iPod, not an MP3 player. And those very same people also likely own an iPhone, not a cell phone.

And every year, this rabid fan base opens its wallet to buy the latest version of these.

But why? What makes Apple consumers so intensively devoted to the company’s line of products?

Well, I have keen insight into this question because I own a MacBook.

You see, owning an Apple product makes you part of a club – a cool and exclusive club at that. And being part of a club makes you feel, well, cool and exclusive.

Apple consistently puts out a line of products that are individually unique, but all share the DNA that is the “Apple culture” that feeds into that club mentality.

And to top it all off, the quality of the products doesn’t disappoint that rabid fan base paying a premium for them.

Think of it this way, chances are you didn’t randomly decide to buy an Apple product. Somebody – probably a huge Apple fan – recommended it to you.

As a small business owner, you have the opportunity to create a club – a system of beliefs, if you will – around your product. You can be the person that doesn’t just convince a prospect to “buy,” but instead “buy in.”

To do that, you need a clear and charismatic purpose – not just what you do and how you do it, but why.

The following video from Simon Sinek (author of the previously mentioned book) gives some pretty good insight on how.  Actually, he gives insight on the all-important why.

“People don’t buy what you do, but why you do it.”

It’s about 18 minutes long, but it flies by. Watch it instead of TV as you eat breakfast. Watch it on your lunch break. Whenever you do, watch before you meet your next prospect…


Watch it again later this month when you are making tweaks to your sales pitch or redesigning your website.

But above all else, watch it so you can answer the question on the tip of your prospects tongues: Why should I buy from you?

Be valuable,

John McCarthy
Managing Editor, Leads4Insurance.com


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