I’ve heard many of our students and clients talk about mindset, their belief

system, and knowing their why, but I have to be real with you here, none of

that ever really resonated with me and I thought it was a bunch of fluffy,

unicorn, bologna until I recently read “Starts with Why” by Simon Sinek. I

haven’t been able to get this phrase out of my head…”People don’t buy

what you do, they buy why you do it.” So after tons of contemplation

surrounding the complexity of such a simple phrase, today I want to share,

with the help of Simon of course, the rules of the game to help you and

your team improve customer loyalty, inspire action, and uplevel influence.

Just a few days ago I was talking with one of our other super awesome

coaches about products that she buys from one of the companies we work

with and she said something that stood out to me which brought me back to

what Simon said. She said, “I know that I could get something similar at a

lower price….other companies and places have similar products, but I don’t

want to buy them somewhere else and I won’t, I just can’t in good

conscience.” There it was in human form, direct from a customer’s

mouth… she doesn’t buy these products and, might I point out, keep

buying these products because of the product themselves, there was

something more. Something driving her loyalty. Something hard to describe

that set the company apart from all the rest. But let’s stand back and take

an unbiased look at this scenario. From an outsider, there is nothing

explicitly special about this company. It’s just like any other company that

offers a similar product- they sell the same types of products, they have

employees, and systems, resources, marketing departments, and so forth,

so why is it that she is so loyal? It’s because people don’t buy what you do,

they buy why you do it. The reason isn’t what the company sells that

distinguishes them or positions them as superior, the products only bring

life to their cause- the why they do it.

Almost any business today is faced with the challenge to differentiate

themselves because we live in a world of choices and it’s almost

guaranteed there’s another business offering the same product in a similar

way. I think about the 17 years I spent in specialty coffee. You can buy

coffee anywhere, and I mean anywhere! A vending machine, 7-11, your

grocery store, Starbucks, or your local neighborhood specialty shop that

takes 5 minutes to make your morning fix. To an expert, like myself, I

understand the differences and why it takes 5 minutes to make the perfect

cup, but to the outside world, all coffee is basically the same. If it’s brown,

and if it smells like coffee, and tastes like coffee, it must be coffee. The

same is the case for almost any other business offering the same or similar

product and unfortunately, they all end up feeding off the same piece of the

pie because they fail to define WHY they do what they do.

So what does Simon say that will create loyal customers, inspire your

leaders, and differentiate your business? There are 3 things- WHAT, HOW,

and WHY:

1) WHAT: every single business or company knows what they do. This

is often very easy to identify and usually describes the goods or

services they offer. Let’s take Emerge as an example. The what we

do is that we are a sales training company.

2) HOW: how is not always quite as obvious as the what, but it often

helps to explain how the business or goods/services are different or

better. Again, using Emerge as the example, the how is that we offer

both online and live group training for network marketers who want to

uplevel their sales and leadership skills while being a good human. It

might be tempting to think that the recipe stops here because the how

is what makes your business different from all the rest, but there’s still

something missing.

3) WHY… very few businesses can clearly define why they do what they

  1. It would be easy to think that why any business does what they

do is to make money, but that is just an outcome. WHY is your

purpose, your cause, your belief. WHY does your business exist?

WHY do you get out of bed every morning? And as #meancoach

would say, WHY the heck should anyone care? At Emerge, WHY is

because we want to give hope, confidence, encouragement, and

skills to network marketers of all levels who want to help people

because we want to help all the people.

When most businesses think, act, or communicate they usually start with

the what and move to why, and this seems like the most practical thing to

do, going from the obvious thing to the most obscure thing.The problem is

that we say what we do, sometimes we explain how, but more often than

not, we leave out why we do what we do and that’s a problem because

people don’t buy what we do, they buy why we do it. If you’re having

challenges creating loyalty, nourishing inspiration, and maintaining growth

it’s probably because your why is hazy. Don’t get kicked out of the game,

do what Simon says and reverse the order. Rather than starting with what

you do, start with why you do it.

What if you ran your business in such a way where you wouldn’t feel like

you needed the hot new item or promo to drive sales? Imagine if you didn’t

feel like you had to convince the next potential business builder to say yes?

What if you could stop comparing yourself to someone else’s success?

Businesses with a clear sense of why never worry about these things. In

everything you do, it all goes back to your purpose, your cause, your belief,

your WHY. Instead of asking “WHAT can I do….?”, ask “WHY did I start

doing what I was doing in the first place, and what can I do to bring life to

my cause?”



You can learn how to sell consistently and be a solid leader, without going through grueling years of hard knocks.

You can learn how to sell consistently and be a solid leader, without going through grueling years of hard knocks.

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