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The Importance of the Why Before How & What

Great leaders inspire. More specifically, they have an uncanny ability to communicate the “why” of their leadership that in turn creates a loyal following. In other words, they clearly communicate the purpose of their existence/mission. These leaders focus on not only sharing what and/or how they do something, but why they do it.

This principle is true in marketing as well. For example, many companies and organizations simply advertise what they do (e.g., produce cups) and/or how they do it (e.g., producing cups using recycled materials). This is all fine, but companies or organizations who desire to create a tribe around a product or cause must take it to the next level and communicate why they produce cups with recycled materials (e.g., to better our environment).

In this video presentation by Simon Sinek, author of the book “Start with Why” (2009) provides a brief synopsis of the importance of why as means of becoming effective leaders that inspire change.

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Charles is the CEO & Chief Idea-Maker at Ideation, a brand innovation company that specializes in helping businesses & organizations build remarkable brands via innovative business design, organizational change architecture, brand integration, design, web, and marketing services. He is also the author of Good Idea. Now What?: How to Move Ideas to Execution, a practical book designed to help people move ideas to implementation. Charles is regularly invited to speak to leading companies and organizations on topics such as creativity, innovation, idea-making, and branding. Executive leaders from brands including Wells Fargo, Toyota, The White House, Catalyst, William Morris Endeavor, mun2, Council of Urban Professionals, Chick-fil-A, and many others have benefited from having Charles present at their key events.