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memoirs of a forgetful

August 6, 2012 at 3:22am
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If Apple were like everyone else, a marketing message from them might sound like this:
“We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?”
And that’s how most of us communicate. That’s how most marketing is done, that’s how most sales is done and that’s how most of us communicate interpersonally.
We say what we do, we say how we’re different or how we’re better and we expect some sort of a behavior, a purchase, a vote, something like that.
[…] Here’s our new car: It gets great gas mileage, it has leather seats, buy our car. But it’s uninspiring.


Here’s how Apple actually communicates:
“Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.
We just happen to make great computers. Want to buy one?”
Totally different right? You’re ready to buy a computer from me.

All I did was reverse the order of the information.
What it proves to us is that people don’t buy what you do; people buy why you do it. People don’t buy what you do; they buy why you do it.

[…]

The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.

— 

Simon Sinek: How great leaders inspire action

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