Have you ever heard that Simon Sinek? Today, I will follow his theory about "Why How What" marketing. The marketing strategy can be a key point for recent market. So, let's see what is the strategy in detail!
Who is Simon Sinek?
Simon Sinek is writer, marketing consultant and TED speaker. Since he had a great presentation in TED, his theory became popular and he is working with his "Why How What" marketing strategy yet. Here, there is a video what he presented the theory.
What he speaks is not only marketing but also who is the best leader.
Simon Sinek is an author for 3 books. The books are below.
You can know his work more if you click the link "Start With Why". It is quite natural that his theory became popular in the course of the times. Because our values for our products have changed. Next, I will explain what his theory was.
"Why How What" marketing strategy
Have you ever thought why products from Apple is still popular and feel cool among us? Simon Sinek answers the question by his easy explanation. According to his theory, the difference between Apple and other computer companies is if they start with "Why" or not.
Simon said, for example, if Apple is an ordinary computer company, they will advertise such a commercial below.
"We make great computers. They are beautifully designed, simple to use and user friendly. Want to buy one?" (I do not need it.)
In this way, most companies and organizations state what they are, how they are good and ultimately expect us to do something. This is normal. But we do not want to follow such invitations, do you?
On the other hand, Apple is different. Apple will be like this.
"I believe that everything we do is done with the belief that it will change the world. I believe that there is value in a different way of thinking. The way we change the world is a beautifully designed and easy to use friendly product. A wonderful computer was completed, do not you want one? "
This is quite different from the previous means. People are moved not by "what" but by "why".
If we just offer what consumers are looking for, the company cannot become great. He says that we have to make business with people who believe in what we believe. What he talked about was a leader theory but it would include a marketing strategy. To explain his concept, he uses one image picture calling "Golden Circle".
Golden circle image
Here, I drew "Golden Circle". There are meanings about Why, How, What, so I will explain them in detail.
"What" marketing
Every companies will know what they do in their business. They understand what their products or services that they offer to customers, so they can explain what is their business. But customers will not be only moved by "what" they sell.
Simon Sinek points that most companies begin from their "what" to "how" they do it. Also, most of these companies neglect to mention "why" they do it or don't even know why they do it!
"How" marketing
Some companies have insights into how they can deliver their offering to the best-fit customers or sales opportunities by analyzing data. What is the most important is that the company doesn't start with "what" but start with "why". "How" marketing will depend on the beginning. Then, what is "why" marketing? Let's look at it!
"Why" marketing
Simon Sinek says that most companies do not notice "why they do it.
Following the previous example about Apple,
"I believe that everything we do is done with the belief that it will change the world. I believe that there is value in a different way of thinking. The way we change the world is a beautifully designed and easy to use friendly product. A wonderful computer was completed, do not you want one? "
Apple starts with "why" when they define their company and is attractive for customers because of their basic belief. People will not buy what they do but they will buy why they do.
Why is "Why How What" marketing so important?
Modern marketing methods have changed significantly compared to the past. In the era of mass consumption mass production, we only need to focus on simple leader theory and marketing method. But we have entered an new era to respond to individual needs. Modern consumers value experiences more than pricing, so we do not only need to offer "what" we do it but also we need to offer "why" we do it.
According to the example of Simon Sinek's presentation, it seems that large companies such as Apple are prominent in "why" marketing, but small and medium enterprises are more likely to respond to customer needs like such the "why" marketing.
The marketing method has changed drastically compared to 30 years ago. It became the era when not only the method by which large companies propagate using mass media, but also each company provides value tailored to individual needs. However, reliability for companies like WHY marketing will be a universal marketing method that remains unchanged.
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