GrupCETT

Many companies are very clear about the first two, the WHAT and the HOW, but they do not get certainty in the WHY. They usually respond to WHY "making money", "making a profit", but that's not a WHY, it's a result of all three.

Simon Sinek defends the need to start with the WHY before stating WHAT. Our way of thinking and acting our way of communicating should be from the central ring to the outer ring of the Circle. An illustrative example is the Apple company, one of the most successful in the technology market.

Instead of trying to sell their computers saying "We make the best computers. They are beautifully designed and easy to use. Do you want to buy one? "Apple, the market leader, begins by expressing its WHY:" In everything we do we challenge the status quo to generate different ways of thinking. We do this by designing beautiful products that are aesthetically pleasing and easy to use. In this way, we make the best computers. Do you want to buy one? "

With the idea that people do not buy what you do but why you do it, this company reverses the information. The WHY compromises emotionally, whereas WHAT and HOW serve as signs that the belief has been fulfilled.