First, they tell us why they’re here to shake things up, then they tell us how (with easy-to-use, beautifully designed products). And they reveal what it is they actually do very last.Īpple is a great example.

They start all communication with why they do things, eventually followed by how they do things.

Great leaders and companies naturally get this right. And in the cases of some movements, even with our lives. Once we are sold on the cause of an idea, we’ll go above and beyond to support it with our money and time. That’s why it’s a much more powerful way of getting us to decide. Only when we know why we do things, will we feel a sense of belonging.

When we make a decision based on a strong why, we own it. That’s because emotions trump reason every time. But rationale is a weak way of trying to get us to make decisions, probably the weakest of them all. This is Simon’s key idea in a nutshell: “People don’t buy what you do, they buy why you do it.”Įvery company in the world knows what they do, which is why it’s the first thing they tell people about. If you want to save this summary for later, download the free PDF and read it whenever you want.ĭownload PDF Lesson 1: If you want to inspire others, always communicate your why first.

Start with Why download the new