Simon Sinek argues that companies that organize themselves around a purpose—that can answer the almost teleological question: "Why do you do what you do?"—are more successful at inspiring action than those that merely focus on their value proposition (what you do) or on their process (how you do things).
Sinek describes a Golden Circle in which the three approaches (What, How, Why) map to different regions of the brain (neocortex and limbic system) and affect people's perception of trust and loyalty.
People don't buy what you do, they buy why you do it.
I particularly enjoyed the example of the Wright Brothers who had neither the capital, the market conditions, nor the expertise but who doubled down on their purpose and persevered while the best equipped faltered.
In case folks don't know, Metaist is driven by a desire to make people better at achieving their goals. Making people's experiences richer and more informed is icing on the cake.
- Start With Why for Simon Sinek's website for more information about his approach.