If they had started their sales pitch with WHY the product existed in the first place, the product itself would have become the proof of the higher cause—proof of WHY.

started with WHY, and all the WHATs, all the tangible benefits, served as proof of that WHY.

Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe. Remember, people don’t buy WHAT you do, they buy WHY you do it. If a company does not have a clear sense of WHY then it is impossible for the outside world to perceive anything more than WHAT the company does. And when that happens, manipulations that rely on pushing price, features, service or quality become the primary currency of differentiation.

knows it. They start with WHY in everything they say and do.

He tells us that commercials which start by setting up a problem, then wheel up your product to solve the problem, then prove the solution by demonstration, sell four times as many people as commercials which merely preach about the product.

Imagine if every organization started with WHY. Decisions would be simpler. Loyalties would be greater. Trust would be a common currency.

when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives.

At the core, all successful businesses sell some combination of money, status, power, love, knowledge, protection, pleasure, and excitement. The more clearly you articulate how your product satisfies one or more of these drives, the more attractive your offer will become.

But when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives. This

The example starts to prove that people don't buy WHAT you do, they buy WHY you do it. It's worth repeating: people don't buy WHAT you do, they buy WHY you do it.

cuando una empresa transmite con claridad su PORQUÉ, aquello en lo que cree, y nosotros creemos en lo que ella cree, entonces a veces nos esforzaremos de manera extraordinaria para incluir esos productos o marcas en nuestras vidas.

But when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives.

When people know WHY you do WHAT you do, they are willing to give you credit for everything that could serve as proof of WHY.

If we communicate the vision behind our ideas, the purpose guiding our products, people will flock to us.