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How to Build a Remarkable Business: Looking at the “Why”

Updated: May 12, 2019

The goal is to do business with people who believe what you believe.
Simon Sinek

Simon Sinek, author of “Start With The Why” explains in his TEDx talk “How Great Leaders Inspire Action” that people do business with you because of your values and belief systems, rather than your Unique Selling Proposition (What is a USP?) and excellent customer service. Gaining the heart and soul of your client as well as ongoing brand loyalty goes all the way to the core of your business. Instead of just offering the services that they need (What) or even exceeding their expectations by anticipating needs (How), Simon explains that loyalty is based on the belief system of your company.


Customer loyalty goes beyond excellent customer service, a unique product or even providing the right solution; it goes  to the reason behind why your business exists and why you want to work with your clients.





Why – The real meaning behind why you do what you do. It’s your purpose, cause or belief and answers the questions “Why does your organization exist?”, “Why should anyone care?”, “Why do you get up in the morning?”

How – This is what makes you unique, your Unique Selling Proposition (USP) or Proprietary System

What – These are the services or products you sell


Having clients who connect to your purpose and reason for business is what builds lasting relationships. People will join you and your organization because you answer their ‘pain points’ but they will stay with you because they believe in working with you and believe in your reason for business. This deeper meaning is what really stands out in the market place.


His model of What, How and Why is called the Golden Circle, and the definition below is from Simon’s website, StartWithWhy.com.


Golden Circle The model that codifies the three distinct and interdependent elements (Why, How, What) that makes any person or organization function at its highest ability.
Based on the biology of human decision making, it demonstrates how the function of our limbic brain and the neocortex directly relate to the way in which people interact with each other and with organizations and brands in the formation of cultures and communities.

The concept is fully explained in Simon Sinek’s book, Start With Why, published in 2009.


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