I came across Simon Sinek's work through a blog post by Augie Ray of Forrester. Sinek is the author of Start With Why. In the following video, he explains why great leaders, and great companies, don't start with what they do, but with why they do it.
To take just one convincing example, he observes that (unlike so many of our current generation of politicians) Martin Luther King won his followers over not by having a plan, but by having a dream.
Sinek goes on to suggest, in a powerful and compelling way, that great organisations succeed by doing business and attracting followers (buyers, employees, influencers, etc.) who believe what they believe.
Invest 18 minutes in watching this video, and then reflect on whether, at the heart of how you communicate, you are leading with "why" - or with what... and whether you are driven by a cause, or a belief, that you and your organisation are passionate about.
Bob Apollo is a Fellow of the Institute of Sales Professionals, a regular contributor to the International Journal of Sales Transformation and Top Sales World Magazine, and the driving force behind Inflexion-Point Strategy Partners, the leading proponents of outcome-centric selling. Following a successful corporate career spanning start-ups, scale-ups and market leaders, Bob now works as a strategic advisor, mentor, trainer and coach to ambitious B2B sales organisations - teaching them how to differentiate themselves through their provably superior approach to achieving their customer's desired outcomes.
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