By now you’d have heard of Simon Sinek and the power of WHY.
What you probably haven’t heard is Jonathan Field’s take on Story Blindness.
These two make a potent combination.
Hear me out on this, it’s game-changing.
If you’re not familiar with Simon Sinek, he blew the minds of millions of people with his virial Ted Talk on how organisations can inspire the world.
He single-handedly dismantled the traditional sales pitch (you know the one) where you tell people:
Simon discovered inspiring companies didn’t follow that ^ method.
Rather than sharing what they do, they shared WHY the do it.
They “start with why” (as the movement’s now called) – their purpose, cause and belief… the story of why their organisation exists and why should people care.
Case in point? Apple.
Apple didn’t achieve cult-like following because they told people they made easy-to-use computers.
“In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge to status quo is by making our products beautifully designed, simple to use and user friendly – we happen to make great computers, ready to buy one?”
Their beliefs sent a ripple throughout the world, attracting people who believed what they believed.
Simple: when people believe what we believe, a deeper connection occurs.
Facts and figures don’t control behaviour, our beliefs do.
Simon concludes The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.
Once you know your WHY, it drives everything you do: from who you hire, to how you communicate and make decisions.
But here’s the deal – many of us big-hearted entrepreneurs know that.
We’re driven by our sense of purpose and feel our WHY deep in our bones. We know our “backstory,” the thing that fuels us to do something that matters.
Jonathan Fields calls it “story blindness”.
He says as conscious entrepreneurs we tend to assume people understand our WHY because its so obvious to us.
But they don’t.
“[People] massively underestimate the importance of messaging and storytelling. They’ll often just “wing it,” creating terrible copy for websites, emails, catalogs, social channels, brochures, decks, pitch-letters and more. Then, they’ll be left wondering why nobody cares and they’re failing mightily.” he says.
I’ve seen it too.
It’s easy to think passion and purpose are enough – but it they aren’t.
Ideas are only powerful if they’re understood.
A business can only make an impact if it matters to people.
Johnathan summaries: “It doesn’t matter how well we know our customers, how pure our intentions are and how good our solution are if we don’t know how to tell the story of all three.”
Not only do we need to find our WHY, we need the discernment to communicate it well.
So…Have you taken a step back to see if you’re telling an effective story?
When people visit your site, do they feel connected?
Do they want more?
Do you have them at the first sentence?
Or did you lose an opportunity to gain their trust?
Being able to communicate your WHY and the story of your business is your brands secret weapon.