"People don't buy what you do, they buy why you do it"

 

The quote "People don't buy what you do, they buy why you do it" is central to Simon Sinek's concept of the "Golden Circle," which consists of three concentric circles: What, How, and Why. The outermost circle, "What," represents the products or services a company offers. The middle circle, "How," is about the unique process or approach that distinguishes a company from others. The innermost circle, "Why," represents the purpose, cause, or belief that inspires the company to do what it does. Sinek argues that while many businesses can describe their products and services (the "What"), only a few can clearly articulate their deeper purpose or belief (the "Why").

According to Sinek, most businesses operate from the outside-in, starting with the "What" and sometimes moving to the "How." For example, a company might say, "We make high-quality shoes, using the best materials (What). Our process is designed to ensure comfort and durability (How).” However, this approach doesn't create an emotional connection with consumers. The most inspiring and successful companies, on the other hand, operate from the inside-out, beginning with the "Why." Apple, for example, doesn’t just sell computers or phones—they sell innovation and the belief in challenging the status quo. This deeper purpose attracts customers who share those values, not just those who need a new product.

When businesses focus on "Why," they communicate a sense of purpose that resonates with people on an emotional level. Consumers are more likely to form a bond with a brand that stands for something they believe in, rather than simply buying a product based on its features or price. For example, Patagonia isn’t just selling outdoor clothing; they’re selling sustainability and environmental activism. By aligning their brand with these values, they attract consumers who are passionate about these causes, leading to brand loyalty and advocacy. This connection is stronger and more lasting than any transactional exchange based solely on product specifications.

The idea behind "People don’t buy what you do, they buy why you do it" extends beyond just business and marketing; it applies to leadership and personal influence as well. Leaders who inspire by clearly articulating their vision or mission—who lead with "Why"—are able to rally support, motivate their teams, and create a sense of shared purpose. Whether in business, politics, or any field, those who lead with a compelling sense of purpose are more likely to build trust and commitment from others. The "Why" is what creates lasting connections, not just the products or services themselves.