By Rogers Wanambwa 

KIU, Main Campus - In order to succeed at different things, you need to ask yourself some questions. Questions like “What am I going to do to succeed?”, “How will I do it?”, “Why should I do what I'm going to do?” And so on. 

Simon Sinek in his amazing book, Start With Why, explains how to do this and why you should always start by asking yourself “why”. When you understand the why of it then it is easier for you and others to be attracted to your cause. 

According to Sinek, even when selling your product, it is better to start by telling your potential customers why you are doing the kind of work you are doing, than to explain to them what the product is all about or how it works or how amazing it is. 

In fact, he asserts that “The reality is we don't even care if it is. People don't buy WHAT you do, they buy WHY you do it. And It is Apple's clarity of WHY that gives them such a remarkable ability to innovate, often competing against companies seemingly more qualified than they, and succeed.”

He continues to give this example in a Chapter called the Golden Circle to further build his case:

“Let's look at that Apple example again and rewrite the example in the order Apple actually communicates. This time, the example starts with WHY. 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.  And we happen to make great computers. Wanna buy one?” 

Sinek explains that customers want to feel part of something greater and to associate with you as the makers of products and not necessarily the product itself. 

It is that bond that people, in general, want to have with others that everyone should strive to create between them and their audience. Be you a leader, manager or manufacturer, or even a parent. 

And that is why you should always, “Start With Why.”