"People don't buy WHAT you do, they buy WHY you do it"

"People don't buy WHAT you do, they buy WHY you do it" - Simon Sinek (in his TED talk in 2010). https://www.youtube.com/watch?v=qp0HIF3SfI4

Simon goes on to give an example how people buy (bought) MP3 players from Apple and not from Dell, even though both companies made them.

He explains that the mission is more important than the product.

As an early startup or a founder, this is a critical insight and something to think about. It's a huge advantage over competitors.

The idea is that people connect stronger with the reason why companies do what they do and not necessarily the products they make. The product (the WHAT), exists to satisfy the core belief (the WHY). If you can get people to think as you do and feel passionately about the same issue that makes you passionate, you'll have a much easier time selling.

The recent launch of Hey.com is a perfect example. Jason Fried writes a letter about how email is broken. The whole thing is is focused on the WHY. Only at the end of the letter does he get to the WHAT.

Check it out: https://imgur.com/aUkwyOd