Start With Why

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WHY??

Why does my COMPANY exist?

What’s its PURPOSE?

What is my CAUSE?

And….Why Should Anyone Care ?

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People Don’t Buy WHAT You Do, They Buy WHY You Do It!

WHO Inspires You and Why?

Name 5 Companies/People that you look at and go WOW!

1.2.3.4.5.

How Do You Define Your Business?

• Are You Defined By WHAT You Do?– Products– Services

Or

Can You Actually Sell a “FEELING”

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Sprint versus Nike

Dan Hesse – CEO of Sprint is advocating you move to Sprint because…wait for it….their plans are CHEAPER, You get More for Less!!

Phil Knight, former CEO of Nike…Looking across the audience, Knight asked those who run to stand up.  And a good percentage of the room stood up.  Then he asked those who run three or more times a week to keep standing; everyone else was asked to sit down.Looking out at the people left standing, Knight said, "we are for you." "When you get up at 5 o’clock in the morning to go for a run," he went on, "even if it’s cold and wet out, you go. And when you get to mile 4, we’re the one standing under the lamp post, out there in the cold and wet with you, cheering you on.  We’re the inner athlete.  We’re the inner champion.”

WHAT WHY

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Do YOU-Manipulate or Inspire?

Manipulation• Promotions• End of Month Sales• Rebates*• Deferred Payment• Incentive Plans• Bonuses

Leads to TRANSACTIONS not LOYALTY

* Less than 10% of the population apply for rebates

Inspiration• Just Do It - Nike• I have a Dream - MLK• We Believe EVERYONE should…• We exist because of you…• Your “other” life – Harley Davidson• Flying should be for everyone - SWest

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Loyalty v Repeat Business

Loyalty??• iMAC• Apple TV x 3• iPOD x 5• iTOUCH• iPAD x 2• iTunes (886GB of

Video/Movies/Music purchased to date)

Repeat Business??• Toilet rolls – Walmart• Bread and Milk – Safeway• Frozen Food – Costco• Gas – Cheapest • Office Products – anywhere etc, etc, etc, etc

The Golden Circle

WHY(Hardly Anyone)

HOW(Some)

WHAT(Everyone)

How do we typically communicate?

From the Outside In!!!

The Golden Circle

WHY

HOW

WHATHow do GREAT companies and leaders typically communicate?

From the Inside OUT!

Seek Out The Believers!!!

Would YOU apply to this ad?

“ Men wanted for Hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success”

27 men did!!!!!!

What Can You Do Next?

• Use the 4 or 5 Organizations/People That INSPIRE You…..What Can You Tell About Yourself From The List.

• Write a Statement that Illustrates YOUR passion – For ANYTHING!!!!

• What Will You Say Next Time Someone Asks You…..”What Makes You Better Than Your Competition”