Influence versus Manipulation – There are two ways to influence human beings: inspire or manipulate. Why plays a key role is helping to shape the long-term success of brands: Why stimulates emotional decision-making, What or How stimulates rational decision-making. Decisions made by the emotional, limbic system tend to be faster and most of the time of better quality. the rational brain quickly and easily becomes overwhelmed, often leading to lower quality decision-making. When we try to explain we revert to the rational brain which often draws false conclusions. Why stimulates emotional decision-making – The part of the brain that deals with feelings is also the area that controls our decision-making – so we often ‘feel’ a decision is right. The Why communicates their beliefs & values, providing a point of identification and connection. Why provides a point of human connection – We want to be around people (/brands/organizations) that share our beliefs and values. It’s this inner drive that is critical to success. Why should people care? Why do you or your staff get out of bed in the morning? Why did you first start doing what you do? What’s your ‘cause’? What’s it all for? If the What and the How are externally focused, the Why is more internal. But most have lost touch with Why they do what they do. It leads to greater commitment and the ability to withstand better the trials and tribulations of a team.Įvery company in the world knows their What (it’s what they do). The leader’s Why inspires others to follow. For organisations, its Why helps attract the right type of people and keeps the organisation focused and on track. It helps brands differentiate themselves and leads to greater loyalty, higher price points and more successful new product launches. our driving purpose, values and beliefs) connects with people at a deeper level than functional benefits ever can. People don’t buy What you do nor How you do it. Summarised by Paul Arnold (Strategic Planner, Facilitator and Trainer) – BOOK IN A NUTSHELL Start with Why – How great leaders inspire everyone to take action by Simon Sinek
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