Articles by Noah Shabman

Know Why You Do What You Do

Wednesday, November 24th, 2010

I have been trying to find something. It was something I thought I already had. I knew there is much to learn as a leader and business owner. In this case it’s about me.

Why is my business not growing exponentially?

Every business owner knows WHAT they do without question. Most of us know HOW we do it. It turns out great leaders know WHY they do it. In my journey I came across a video of Simon Sinek, author of “Start with Why” that I am presently reading and recommend. And what he said resonated within me.

Now I know that you can swing a dead cat and hit an I.T. person. I thought that courtesy, follow-up cards, pro-active and high quality service, and networking would elevate me above my competition. But those actions are really only the minimum requirement to be in business in the first place. I have found that I am only communicating in the first two levels of what Sinek calls the Golden Circle.

Imagine three concentric rings. The outermost is WHAT. The second is HOW. The innermost is WHY. I am paraphrasing with my own interjections the succinct words of Sinek as follows:
If Apple were like most other companies, a marketing message from them would move from the outside in of the Golden Circle.

(WHAT) We make great computers

(HOW) They’re beautifully designed, simple to use and user-friendly. Wanna buy one?


Apple as well as great leaders and companies of any size start with WHY and work from the inside out. Here is how Apple really communicates.
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