People don’t buy what you do, they buy why you do it.

Simon Sinek, a leader, a teacher, an inspirer. (Yes, we just made that word up!)

Sinek believes that people are focused on the idea behind a product, and are motivated to make a purchase from a company that they believe in. The products could be the same, but consumers will gravitate towards companies with a purpose.

For example, Sinek explains the difference between Apple and Sony. The computer technologies are mostly the same, but how does Apple blow their competition out of the water? It’s simple, he says. People are drawn to Apple’s computers because of the way the company sells their mission. Apple sells a belief that they are changing the world with their innovation.

That is why Sinek says, “People don’t buy what you do, they buy why you do it.” People are buying why Apple is making computers: to change the world for the better, to innovate, to pioneer.

People want to be a part of the why.

Companies, this is your heed to action. Find your mission – the passion that drives your company. If your consumers understand why you are doing what you are doing, your success will follow.