There are only two ways to influence human behavior:
you can manipulate it or inspire it.
Most businesses manipulate by lowing the prices or having deals like buy one get one free. This is reducing the value of your products while getting fast money. The more businesses do this the more people are not willing to pay the deserved price for it. It becomes more and more difficult to raise your prices later when they could just wait for the sales. This approach has been going on for decades and it works for so many companies. These are also the businesses that understand what they do but cannot explain why they get customers or why their employees are their employees. They are basing their decisions on a set of incomplete assumptions about what driving their business, and this is a barrier.
Now let’s move on to a better solution which is to inspire and not manipulate. This is where you want to start with WHY. When your explaining your business to someone it’s important to start with the answer of why. This is a great way is to influence your audience by gaining their trust, loyalty and desire. In Ted Talk: Start with Why by Simon Sinek (18 min video, MUST WATCH), he shows a proven method that most successful companies do called The Golden Circle. This is a way to inspire without manipulation which will explain loyalty (customers and employees) and how to create enough to turn an idea in to a movement.
In the book and video, he uses Apple as an example for a sales pitch:
If apple were like everyone else it would sound like this:
we make great computers.
They’re beautifully designed, simple to use and user-friendly.
Wanna buy one?
This time the example starts with WHY:
Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.
And we happen to make great computers
Wanna buy one?
This message is completely feels different from the first one. The why is explaining the purpose behind your organization and people will rather buy a product or support with a purpose then not knowing why they bought it or subscribed to it. There is a sense a pride and loyalty that’s comes behind knowing the WHY. It’s all about people believing what you believe in and following that common goal. In another video called First Why than Trust by Simon Sinek (18 mins) he talks about the trust and where our sociality is right now. which I believe it’s important for entrepreneurs because this video shows how interaction and standing by what you believe in is important. Being an inspiring leader is sticking to what you know is right and starting a movement instead of just going for the money and losing sight of what your passions and inspirations are. why would you want to lose yourself in the process of becoming great? love what you do and never stop taking action.