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

Simon Sineks Golden CircleI have listened to many great TED Talks over the years, but there is one that particularly stands out because of its prophetic truth and application not only to the VAR business, but for ALL businesses, and that is Simon Sinek’s, “The Golden Circle.”

Every single person in your organization needs to watch this video, PERIOD.

“The Golden Circle” as a framework

It’s not enough to mandate that your employees watch this video. If your company’s core messaging is lacking, it will only make it more apparent.

Consider leading from within the The Golden Circle framework; it’s pragmatic and offers an excellent methodology for defining and refining your company’s core values and strategy—your why, how and what.

VCM uses The Golden Circle framework to help develop our clients’ messaging. Why? Because if you don’t know your why, then we can’t know your why. And if we don’t know your why, we can’t create compelling marketing for you—it’s as simple as that.

If VCM needs your why, then you better believe your employees, partners—everyone you work with—needs your why, even if they don’t realize it consciously.


Deepack Chopra Inner World QuoteEvery personal development program I’ve ever gone through (as well as several business programs) insists that we live in an “inside, out” society, world and even universe—that is everything begins with a purpose. What’s yours? Your company’s?

Think about it for a moment.

Isn’t your best sales person the one with the most passion and enthusiasm?

Mine have always been. Wouldn’t you agree that passion and excitement come from the inside out? You can encourage it, ignite it, but you can’t force it.

The human brainsIf you don’t know:

  • WHY you get out of bed in the morning
  • WHY you sell what you sell
  • WHY your your solutions are the best
  • WHY your customers should buy from you rather than your competitors

…Then  you’re selling from the outside, in, which is opposite from our biology.

In Roger Dooley’s  book, “Brainfluence,” he uncovers that 95 percent of our decision-making is not affected by conscious rational thinking. In fact, our decision-making is motivated largely by our emotions and our ability to trust.

That’s where the old adage, “facts tell, but stories sell,” comes from. It’s because stories appeal to our emotional brain, where the vast majority of our decision making is done.

Who needs customers when you can have raving fans?!?

To create raving fans you have to sell belief and trust. Do that and you’ll have “A” customers that buy from you again and again for years, for decades even.

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. —Simon Sinek

Do your employees believe?
Do your customers believe?
Do YOU believe?

Answer yourself truthfully. Don’t just put a smiley face sticker on it.

If the the answer isn’t a resounding YES with a clear reason WHY, then I encourage you to watch this video a few times. Contemplate your why, how and what. Redefine your company, your role in it, your employees’ roles. Present it with passion, belief and trust. And just watch what happens—it’s truly magical.