People don’t buy what you do. They buy why you do it. Simon Sinek came up with the guts of this concept more than 10 years ago, quite by accident. When put to the test, it works every time. But why does this work? Simple. The most basic human behavior is to feel that you belong. We’re drawn to be with people who think like us. No doubt you chose your career because you believe in what the organization stands for. Customer loyalty comes when people share your WHY. Loyalty is when people are willing to suffer some inconvenience or pay a premium to do business with us.

“Our need to belong is not rational, but it is a constant that exists across all people in all cultures. It is a feeling we get when those around us share our value and beliefs. When we feel like we belong, we feel connected and we feel safe. As humans we crave the feeling and we seek it out.” Simon Sinek.

So how do we adjust our marketing to focus on our why. Not what we do. Not how we do it. Why.