Simon Sinek the author of the bestseller ‘Start with Why: How Great Leaders Inspire Everyone to Take Action‘, writes: “People don’t buy what you do, they buy why you do it. And what you do simply proves what you believe“.
I was initially a bit sceptical with this affirmation, and with time I see increasingly the value of it, specifically when one is in the business of selling services like I am. Our clients do bother somewhat on what we propose and our track record, but most of all they are sensitive to the fact that we have an intent, a mission, that is benevolent and powerful.
And in reality when we do selling, people buy the reason why we are in business, and they see how our mission unfolds as a permanent background in the services we provide. Keeping the mission, we can be very flexible about the means to reach it. The avowed mission and how we demonstrate our commitment to it is the key.
How clear are you with your mission? Is it broad and benevolent enough?
