I’ve been slowly reading Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek. I’m reading it slowly, so the points he makes sink in.

The current chapter talks a lot about Apple. It turns out that when they “introduced” the iPod, a portable MP3 player had already been on the marked for almost two years. Instead of talking about what they made (technical specs), their advertising talked about why they made it and why you would want to use it. Remember the dancing silhouettes? I sure do.

That got me thinking. Although we’ve talked about our Why, we don’t focus on it. There are lots of other people doing what we do. Why would you want to do business with us rather than them?

Does it all come down to money? Of course not! We’ve even done deals where the seller told us flat out that we weren’t the highest offer. There were other reasons Why they did business with us.

It turns out the reasons people want to do business with us are the same reasons we have for being in business: Continue reading →

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