People don't buy what you do

Simon Sinek needs only 18minutes to explain why some succeed and others fail although all the classic criteria (the so called "the recipe for success": the money, the team, the market conditions etc.) say the opposite. He uses great examples like Apple, Martin Luther King and the Wright brother to back up his theory: "People don't buy what you do, they buy"... but see yourself! It is published at ted talks and embedded right after the break.

 

I think this is especially true when it comes down to simple communication. Communication like Social Networking enforces nowadays. People are not your fans because of what you do but why you do it. If you do social media "because everybody does it" you won't have success, but if you do it because it is the right tool to achieve your higher goal they'll listen!

Also. As he is saying it only as a side-note but I think it is very important, I want to repeat it here (from the interactive transcript):

And by "why" I don't mean "to make a profit." That's a result. It's always a result. By "why" I mean: what's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?