Unleashing the Power of ‘Why’ –Farquharson/Tedesco

Why is Apple so wildly successful? Business leadership expert Simon Sinek has a theory, which he puts forth in his crazy-popular TED talk.

Most businesses, Sinek says, focus first on what they do, then on how they do it and lastly why they do it (if they get to the why at all). Apple takes the exact opposite approach:

STEP 1—Lead with Why—Everything Apple does is done to challenge the status quo.

STEP 2—Explain How—Apple makes products that are beautifully designed, simple to use and user-friendly.

STEP 3—Close with the What—Apple just happens to make computers. Want to buy one?

Doesn’t this bring a tear to your eye? It does to us, a pair of grizzled printing industry authors. Apple creates market differentiation, influences public perception and helps ensure that every Apple product, every Apple store and every Apple marketing campaign are all working towards one memorable, admirable goal: thinking differently. It’s so simple! And compelling!

Why don’t printing companies talk about themselves that way? We give lip service to being a “communications provider” or a “business partner” for our customers. But how well—and how frequently—does this really come across in your company’s messaging?

Embrace the power of leading with “why.” You may find it’s the best differentiator your printing company has. Maybe the only one you need.

People Don’t Buy What You Do—They Buy “Why” You Do It. Your customers buy a heck of a lot more than ink on paper. They buy a good night’s sleep, a solution to their problems and the security of working with your brand. These things have little to do with your “what,” but chances are they’re tied closely to your “why.”

Good salespeople understand this. Imagine two print reps in a prospect’s office. They’ve both been asked to describe why they deserve the prospect’s business. Salesperson A has chosen to lead with a “what” message. Salesperson B? He’s focusing on “why.”

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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