Our web products are designed to make answering the question “why” easier for your prospective customers.
History is full of examples of “why” shaping and defining the significance of a moment, driving cultural change, defining daily routines, or setting the stage for a global sales revolution.
But 90% of companies very rarely consider “why” in boardrooms when contemplating how to attract and convert a customer. In contrast, truly successful ventures of every kind start with “why” and a “belief” and work outward to what.
Every organization on the planet knows what they do; make cars, operate a bank, sell doughnuts. Some know how they do it; whether a value proposition or proprietary process. But very few organizations know why they do what they do. And "why" doesn’t mean "profit." That's a result. Why means purpose, cause, belief, existence! Why do you do what you do, and are you selling that to your customers first and foremost?
If we start with why -- what are our beliefs -- the way we think, act, and communicate is obvious to those around us: those we want to buy from us, be inspired by us, or follow us. Our beliefs about why take those who are listening to our message from uncertainty to clarity in an instant.
People don't buy what you do; they buy why you do it, and what you do simply proves what you believe. And, people will do things that prove what they believe as relates to your message about your product.
These are the people who stand in line overnight to buy an iPhone when they first come out, when they could buy one off the shelf a few days later. These are the people that spend $10 to $30 on Starbucks products every day, when McDonalds coffee is better and less expensive. These are the people that came to our Nation’s capital in August 1963 to listen to a speech about a dream. And these are the people that followed two unheard of bicycle shop owners to victory over the race to manned powered flight.
Do people wait in line overnight to buy iphones because the new iphone version is going to do something tangible for them in the few days before it can be picked up off the shelf? No! The reason that people stand in line is because of what they believe about the world, and how they want everybody to see them; they were first! Apple believes that if you have one of their products you’ll be seen as an early adopter of innovation, and Apple tells the masses that if you have one of our products you are a visionary, unique.
Do people make Starbucks part of their daily routine and spend $3 to $12 each visit because Starbucks has great coffee? No! In-fact, year after year the coffee and frozen drinks they serve are polled as some of the worst tasting coffee products. There have been hundreds of articles and blog pieces written about Starbucks; pondering why they are so successful. The same lines of hypothesis are spun in regurgitation each time. They sell people coffee, not coffee to people. It’s the atmosphere. Blah, Blah, Blah. The reason for Starbucks’ success, the real reason people started going (and are now hooked), is for between $3 and $12 you feel equal. You don’t just feel like you’re keeping up with the Jones’ – you are a Jones. For the last seven years the most common non-alcoholic beverage captured for a Snap or IG post has been a Starbucks product. And, Starbucks is in the top five FB check-ins the last five years. People believe that purchasing Starbucks products means something to those around them. That’s what Starbucks believes, ergo that’s what we believe, and that’s why we spend $60 million a day on their products, globally.
In the summer of 1963, 250,000 people showed up on the mall in Washington to hear Dr. King speak. There were no invitations, there was no website to check the date, and DC didn’t want him there. But there was a “social” network; in churches and in community centers that heard about a guy that believed in something that resonated with them. And those who believed what he believed took his cause, and they made it their own, and they told people. And some of those people created structures to get the word out to even more people. And so, on a hot August day, 250,000 people showed up on the right day at the right time to hear about a dream. He said “I believe”, and it was what they believed! And it’s important to understand that, because those people didn’t show up for Dr. King, they showed up for themselves. And he never said I have a plan! He said “I believe”, and it moved the world.
In the late 1800s and early 1900’s manned flight was the .com craze of its time. Orville and Wilbur Wright had none of what we consider to be the recipe for success. They had no money; they paid for their dream with the proceeds from their bicycle shop. Not a single person on the Wright brothers' team had a higher education, not even Orville or Wilbur. They had no media outlet following their endeavors. And, the US government was paying someone else to develop a manned powered-flight device. But Orville and Wilbur were driven by a belief. The people who believed in the Wright brothers' dream worked with them with blood and sweat and tears. And, eventually, on December 17th, 1903, the Wright brothers took flight, and the world was moved.
One of the greatest commercial initiatives of all time is still one of the World’s most recognizable slogans and calls to action. How many people remember this: “At _____, we don’t make a lot of the products you buy. We make a lot of the products you buy better”? It was a call to action to defend the chemical industry, a call to action to boost stocks, and a call to action to bring the additives industry in to the fold of corporate decision-making. And it worked! BASF had very quickly done for the chemical world what most believed could not have been achieved. They moved people with “why” to embrace an industry that most wanted to distance themselves from.
What all of these stories prove to us is that people don't buy what you do; people buy why you do it. And it's those who start with "why" that have the ability to inspire those around them to action.
That’s what we do for you. We start with why, and we help you inspire.