Start With WHY
Start with Why is our number one For Impact Guiding Principle.
The essence of his message:
People don’t buy what you do, they buy why you do it.
He calls it the ‘Golden Circle’.
Mediocre organizations and leaders always sell ‘outside-in’: talking about WHAT, then HOW (features, benefits), and never even getting to the WHY.
Great leaders sell ‘inside-out’ – leading with the WHY.
Sinek’s Golden Circle is our ALTITUDE FRAMEWORK… with research!
Starting with Why has many implications in our For Impact world; here’s a few:
A vocabulary challenge to the sector. What prospects hear (often times) is “We need money to meet our annual funding goal” or “Buy a table at our gala.” These messages have no WHY, but what your prospects want to do is save, change and impact lives.
Selling happens at 30,000’. The number one question of every investor is, “Why do you exist?” If the person you are talking to doesn’t care about your WHY, it’s very hard to talk to her about the what and the how. Conversely, if your WHY is his number one priority, you can ask on the proverbial ‘first date.’
There are 1.5M nonprofits in the U.S. You must be able to talk about your raison d’etre (reason for existence); otherwise, you just ‘exist to exist.’