“If I had asked people what they wanted, they would have said a faster horse.” – Henry Ford.
This is the genius of great leadership.
Great leaders and great organisations are good at seeing what most of us can’t see. Great organisations don’t tell us what they do or how they do it, they tell us why; ‘think different’ – Apple Inc.
An organisation or leader that lets us know why they do what they do, will reach something inside of us that no amount of facts and figures can ever find; feelings, our limbic system.
That unexplainable sensation that you get when it ‘feels right’. This is the power of why.
Why am I telling you this? So that you have the information that you need to change your ways if you want to. If you want to create a following rather than transactional system of business. If you want loyalty or as the marketing community often call it; a lifestyle brand, then you need to change the way you market yourself or your organisation.
Why? Because in business it doesn’t matter so much what you do, it matters more why you do it.