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

Apple just released their first iPad 2 commercial, called “We Believe”:

This is what we believe. Technology alone is not enough. Faster, thinner, lighter…those are all good things. But when technology gets out of the way, everything becomes more delightful…even magical. That’s when you leap forward. That’s when you end up with something like this.

It reminded me of the TED talk by Simon Sinek, “How great leaders inspire action.” Simon’s message, which he repeats constantly, is: “People don’t buy what you do, they buy why you do it.” He cites Apple as a master at this. None of Apple’s marketing dives into product specs. They say, “this is what we believe.” From the beginning, they believed in “thinking different.” Whenever they introduce new iPods, they bring a guest star musician onstage to play music. Steve Jobs introduces them by saying, “This is a reminder of why we make iPods: because we love music.” The new iPad ad is another textbook example.

Some great quotes from Simon’s talk:

What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? … Inspired leaders — and inspired organizations — all act and think from the inside out: why —> how —> what.

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The goal is not to do business with people who need what you have; the goal is to do business with people who believe what you believe.

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What you do simply proves what you believe.

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MLK gave the “I have a dream” speech, not the “I have a plan” speech.

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We follow those who lead not because we have to, but because we want to. We follow those who lead not for them, but for ourselves.