When I started my business, my big aim was to sing from the roof tops – “I AM HERE! DO BUSINESS WITH ME!”
I would tell everyone about who I was and my points of difference as a photographer and content creator – this was the right to market yourself right?
My introduction would sound a little like this:
“My name’s Dave and I am a Reputation Development Consultant. This means I walk into businesses and uncover the gems about what they do, then capture this and convert it into visual and written content for them. I also support them in how they speak for their business when talking to customers and business networks. A lot of businesses have these amazing stories and benefits that not everyone knows about; I strive to let the secret out to benefit everyone. Wanna talk further?”
This would raise some questions (“so you’re a photographer/copywriter right?”) and get people interested about this line of work – great! However it always took a little more than this to secure any working relationship. This intro also sounded a bit cold and calculated (more of an elevator pitch than a friendly introduction) as well as a wee bit “salesy” – it was like I was pitching for their business without even getting to know them!
It was only when I refreshed myself in one of my all time favourite TED talks that I realised I had been doing everything the wrong way round…
(Note: I IMPLORE you to take 18 minutes and 4 seconds out of your day to watch this talk – it will change how you do business. End of.)
At this stage I am giving full credit to Simon Sinek for codifying this behaviour in an easy to understand way, the remaining content are my insights, thoughts and take outs from this.
Simon talks about business leaders and how they present themselves:
- It starts with What they do – everyone knows what they do for a job (I sell real estate, I do accounting, I take photos). All stats and facts stuff.
- It then moves to How they do it (some businesses will get this stage) – this is when most will talk about their “unique sales proposition” or point of difference, and evidence to support why you should choose them (this raises the old oxymoron, “we are different as a business, just like all the others”…)
- Very few businesses actually know Why they do business. This isn’t the reason why people should buy from you, this is what you personally believe and why your business exists – it’s what inspires you to get out of bed in the morning
Simon outlines that whys are not:
- make money
- be successful
- become famous
These are the end results from what you believe and how this takes shape in your business. For example, if you believe in what you do, then take actions on how this manifests itself in goals, then the money/success/fame/recognition will just happen.
He challenges us to think about why we do what we do, then base our actions on this, rather than the other way round. As he said:
“People don’t buy what you do,
People buy why you do it”
Simon Sinek, September 2009
This completely changes the way we pitch ourselves – it really had little to do with what we offer and how we are different, but what value we put on ourselves and whether this resonates with others. This is so so important in 2017 – when there are so many people offering to do more for less, it really detracts from why they started business in the first place; sharing what you believe in immediately create a personal connection and refreshing change from the stats and facts.
What you do is the proof of what you believe.
“The goal is not to do business with everyone who needs what you have,
the goal is to do business with people who believe what you believe”
Simon Sinek, September 2009
This completely changes the whole
- Why – your purpose, what do you believe you can do?
- How – what are the actions and processes you will do to bring this purpose to life?
- What – what is the end result? Remember this is more than just fame and money
So – what does this mean for you? Do people see you as “just another business” because that’s what you are, or because that’s the message you are sending out? Do people know why you are in business in the first place, and – if they did – would this make a difference to how they react? What would nailing this “why question” mean for you, both in your business and personal life?
The above are purely just my thoughts on Simon Sinek’s TED talk, everyone will have their own view on it (“why is this relevant for me right now?”) – I would be keen to hear yours.
So – back to my story at the start – I have changed how I “pitch” myself to others, it now starts with Why and works its way from there. All decisions I make go back to the Why – all of a sudden I am doing a lot less self promotion, and more sharing what I believe for the greater good. For me now, success is based on the ‘real’ why; I still have goals for my business and they are reflected in my results (which now sits in ‘what I do’). It has also changed how I talk to businesses and community groups about what they stand for rather than what their points of difference are – this change has meant a more quality and authentic conversation. Any decisions I make now start with why rather than what – this one change has meant I have a much clearer direction in what I want to do.
I have popped my why-how-what video on Facebook and would love you to give me your thoughts, as well as try your own personal why-how-what. I have taken myself through this process and only too happy to help anyone develop theirs.
“Believe in your gift”
Dave Moloney, April 2017