Perhaps you are familiar with the famous Simon Sinek TED Talk, Start With Why.
Sinek is a best-selling author known for popularizing the concept of Why in his first Ted Talk in 2009. It has since risen to the third most watched talk of all time on TED.com, gathering 28+million views and is subtitled in 43 languages.
It still has relevance today. Why?
In the span of 90 days I encountered three clients struggling with brand name, product positioning, and the focus of their entire business. In each of these engagements, I emailed the client Simon’s famous video before having a deeper discussion to explore the answers to their respective business questions.
In each case, the client came to our first exploratory meeting with a fundamental understanding of what differentiation really means, and their intrinsic motivation and the greater purpose and mission that drives their business–saving extremely valuable time.
This is why I now start all of my business conversations with Start With Why.