Simon Sinek asks an important question. A question which you should ask in your own business — why are some people more successful than others? He found a clear pattern of thought, action, and success. He codified it in the golden circle:
All organizations know the what, some know the how, and few know the why. The organizations like Apple work from the inside out. They have a very clear why.
“If Apple was like everyone else a marketing message might be: We make great computers. They’re user-friendly. Want to buy one? . . .
Here’s how Apple actually communicates: Everything we do, we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?”
Sinek says, “People don’t buy what you do, they buy why you do it.” That’s why Apple was able to branch out into MP3 players, smartphones, and other products and people didn’t blink an eye. But so many other qualified companies who branched out into those fields failed.
Can you think of trainers who have tried to expand their business and failed? And others who have tried and succeeded? If you look closely enough, the difference may be a strong focus on knowing the why (even if they don’t use these terms).
At Exercise.com, we believe in helping people find exercise success — physically and professionally.
We want to challenge the status quo that says you have to burn out training clients in person and eventually plateau. We believe you can train anyone, anywhere in the world. And we believe our platform will help you do just that.
Train Anyone, Anywhere in the World.
Sinek says, “The goal is not to do business with everyone who needs what you have, but everyone who believes what you believe.” Not every client is right for you. Look for people who believe and think like you. People who value the same things you do.
Driving from the outside, from the what doesn’t drive behaviors. That’s why often you will be discussing opposing positions with a friend and three hours later you both find you’re only more entrenched in your positions. People make decisions with the why, with their gut.
If you think through your business strategy in terms of the why, you’ll find people who share your beliefs, values, and priorities and will buy whatever you offer because of that.
Watch Simon Sinek’s TED Talk for a more detailed analysis of starting with the why!