Start With “Why”

Written by Heather Wringe

When it comes to influencing others, whether it be an organisation selling products/services, or an individual persuading colleagues to adopt an idea, we need to acknowledge that humans are not entirely rational beings. That is, while we may understand something on an intellectual level, there are psychological and physiological factors at play that can create obstacles in achieving the desired outcomes. 

Communicating effectively is a good place to start when striving to effect genuine change, a shift in behaviour, and to influence decision-making more generally, however it is not enough to clearly and calmly explain our idea and how it will work - people are biologically wired to resist change.

You may have watched Simon Sinek’s talk on “Start With Why” before. The underlying concept proposes that people don’t buy what you do, they buy why you do it. This powerful insight can be applied successfully at a personal level as much as an organisational level.

Set aside some time to watch this video. Map out your ‘golden circle’ in relation to a proposition you are working on (this may be a product, service or concept for which you require stakeholder support in order to actualise). Put some deep thought into your “why”. Once you have clarity on this, you can use this to shape your message and present it in in the most effective way (or, your “why” may clarify for you that the initiative is not actually as important as you first thought).

Starting with WHY allows you to position your communication strategically to influence others and maximise impact – whether that be to shift attitudes, change behaviours, or to inform, educate or persuade.