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Marketing: Lead With Your Beliefs

Mary Rosenbaum | October 7th, 2010

Recently I listened to this TED Talk by Simon Sinek called How Great Leaders Inspire Action. He turns the whole concept of marketing to clients, customers or prospective employers inside out.

What’s the most common way you market your services or your product? Nine times out of ten you sell your services or product or even yourself this way:

What you do, what product or service you provide

How you do it, your differentiating qualities, benefits

Why you do it, your beliefs and values

Sinek believes that successful marketing starts with the Why, then the How, and ultimately the What. One of the examples he gives to illustrate this point is Apple. Apple’s marketing goes something like this:

(Why)In everything we do we believe in challenging the status quo by (How) designing products that are easy to use, cutting edge, pushing the envelope, making sure we keep you ahead of everyone else. (What) Oh, by the way, we make computers and phones.

Who does this appeal to? Anyone who wants to be cutting edge, wants to be the first to have or use the product, who believes in challenging the status quo. Customers are attracted to the company (and its products) because they share the same beliefs.

How does this apply to you? Lead with your beliefs – your values and passions define your beliefs. I always say that people do business with people they like. Another way to look at this is that people are attracted to those who have similar beliefs and values. Marketing based solely on the product or service and its benefits doesn’t raise the bar high enough. Eventually the competition will catch up and then you are just back to a discussion on price – a commodity, not a differentiated or unique service or product.

So take the time and watch the video. It’s worth the 18 minutes you invest. I would love to hear your views on the content.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

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