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.
Jonathan Fields calls it “story blindness”.
He says conscious entrepreneurs tend to assume people understand their WHY because its so obvious to them.
From THE 5 SABOTEURS OF AN ENTREPRENEUR http://www.jonathanfields.com/5-mistakes/
I’ve seen it too.
I used to think passion and purpose was enough – but it isn’t.
Ideas are only powerful if they’re understood.
A business can only make an impact if it matters to people.
Not only do you need to find your WHY, you need the discernment to communicate it well.
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.