We follow those who lead by inspiring us, for us not for them and telling "why" only later "how" or "what"Apple does not say, we make computers that are simple to use, want to buy it? does not begin his message with "what" instead Apple says "we think differently, do new things, simpler to use, want to buy it?"
- what (you do) - rational thoughts, facts - do not decide us
- how (you do it) - 'does feel right, gut feelings' interesting to know
- why (your beliefs) - feelings, decision making, behaviour!
“People don’t buy what you do; people buy why you do it.”
If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.” (Simon Sinek)
He speaks about people being Innovators, Early Adaptors, (I am between those), early majority, later majority, still not using. The Early majority decides once seeing the Early Adaptors who are ready to make gut decisions, doing, using. Adapting. Believing.
We follow those who lead (do not have to be official leaders) and believe and make us believe in it for ourselves that we need to do it, too.
For example, take Toastmasters clubs and the Distinguished Club Program Points counted every end of the year for each club.
Telling what the points are that a club has to accomplish will not achieve much result. "So what"?
Telling how to accomplish them will motivate a few if we do not start by telling Why!
Begin by telling why and how much the new members joining changed their life and the club's too, then you can add "4 plus 4 new members makes two points" eventually, but you even do not need that. Talk about Steve, who came to the club from another one, and what he learned and what he taught us. Talk about Flavia, a guest a year ago whose joining gave a new goal for her life. Talk about Chris who gained new confidence and friends. And so on. The why is there. Then you can tell how that can be accomplished and how they can be helped to go further, learn to speak better, finish their first ten projects. (4 of them 2 more points) and then they can go farther and choose between all those interesting and diverse Advanced manuals!
And so on. I like the simplicity of the idea: first Why, then How, then only What.