“People don’t buy what you do; they buy why you do it.”
The above quote from Simon Sinek's book states why certain brands strives on loyalty over consumers. The need is that the loyal ones will always come back, but first, they have to know why you do it. It goes to say that people love a story, and not just anyone, a good story to be precise. One that sells what you do in the best way possible. This is why loads of money go into advertising.
The idea that talking about what you do is all it takes to sell to customers and clients is what will get the sales, but this is what Simon Sinek refers to as being backward. It is not about the talk but about the emotion attached to it. People are attached to their emotions, which they use to back up their logic. It is more like I have always said: people buy with emotion, then justify with logic. Now, Simon Sinek is saying it again in his book, and you would not blame me if I believe in what he is selling.
Here is the thing about Simon Sinek: he is one of the many motivational speakers I have come to know through his videos and talks. He is the man who brought about the 5-minute or 8-minute rule. I am not so sure about the exact timing, but the entirety of the gist that we could use is 8 minutes or 5 minutes to check up on a friend, just to know how they are doing, before heading back to our day and whatever it entails.
The author uses the statement that people do not buy what you do; they buy why you do what you do. This is the reason why a company can release two products, but only one sells, while the other does not, even though these two products are identical. One communicates a purpose, while the other just sells a feature. A good example of this is cars. All cars out there, no matter their branding, all provide one thing, and that is getting the user to their destination. But then why is it that some cars make more sales and are more expensive than others?
This is where what Simon Sinek has been saying comes into play. Why do you make the car? Why are there so many stories around the creation of such a car? It is all for one thing to get the customer hooked. When they get to understand the way, the rest becomes history. Do you think people buy Ferraris, Lambos, or Rolls-Royces just for transportation from one place to another? That is a hard no. They do it because of the luxury that comes with the brand itself. I own a Rolls-Royce or any other kind of expensive car, which comes with its social status. This is why the brand can go all out on marketing and advertising to sell their stories on why these cars were created.
For Simon Sinek, it is not only about brands, but humans can hack into this understanding, especially when it comes to spelling out their qualifications. It is not about stating what you do on your resume, but it is about why you do what you do. That is a real selling point to get your customers or people.
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