Finally got around to watching this TED Talk that had been passed to me a few months ago.
“People don’t buy what you do, people buy why you do it.”
Author of the smash hit – Start With Why – I love the way Sinek delivers this talk with a flip chart and handheld mike. Low-tech delivery of a highly charged talk on how too many businesses concentrate on what they do it rather than why they do it.
It jives nicely with a recent post of mine for the Delightful blog on what I call the So What? Factor, where I call out companies for content marketing that cries why? In a similar vein to Sinek’s mantra, I suggest content needs to reflect something useful or that resonates with the reader in themselves. They’re not that interested in what the company has to offer unless it matters to them, so providing some call to action or at least some reason to believe and empathize with what they are saying, means they have the opportunity to stop consumers simply drifting away and the content will not have been a useless effort.
If you can’t see the video, watch it here.
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