What people buy: What to Why and Back Again

Years ago Simon Sinek pointed out that it’s important to align “why” you do what you do with your customers. Below, I take a stab at 4 parts to keep fulfilling that promise through understanding, aligning, and delivering customer perceived value. After all, it’s our values that shape our culture and lead us toward what we believe. In the end, it’s one way to keep learning and reinforcing that you and the people you aim to serve share the same “why”.

1 / People don’t buy what you do, they buy why you do it.

2/ What people buy is a more awesome version of themselves. What they are buying is the realization of their values and beliefs of the awesome person they know they can be.

3/ If we ask the right way, we can find out what people value (will pay for) in any context. We can find out what they perceive as the most important values to becoming that awesome person.

4/ Then we can make sure we keep our products’ benefits and our company’s actions inline with and reinforcing the values of the people we aim to serve.