I promise, this is the last episode about your company’s ideology. I couldn’t really conclude this series without recommending Simon Sinek’s Start With Why to you. When you can infuse your “why” into your marketing, sales, and operations, you can create customers for life. In the previous three episodes, we talked about your company ideology. Remember? How your values and purpose must be discovered, not created?
I know I said that I was done with ideology, purpose, and values, but I realized that in order to do a series properly, I couldn’t let this go without recommending one of my favorite business books.
In today’s episode, I’m going to tell you why you should read Simon Sinek’s Start With Why. He narrates it himself, which is pretty cool.
Here’s the podcast episode:
Or if you’d rather watch the video:
What This Book Can Help You with…
Putting Theory into Practice
Simon Sinek’s Start With Why is a book that goes into how you can apply your ideology, purpose, and values into your marketing strategy.
I had the luck of reading this book before I set up my new website, and that was when Defy The Status Quo was born.
Figuring Out What You’re All About
After I read his book, I really started thinking about what I wanted my company’s purpose to be. What are company values that would allow us to move forward?
And it’s right there in the name: Defy The Status Quo. It’s about marketing and content, but not necessarily written content. That holds true for my vision of the future and what I want to provide for my clients. But I digress.
Understanding How Communication Sets You Apart from Others
After discovering your ideology and purpose, you might be saying to yourself, “Whoa! My mind is blown! I know exactly why my company exists.”
Well, Simon Sinek talks about how communicating your values and purpose can set companies apart. It’s all about how they use their values, what they consider valuable, and how they use that in their marketing messaging to resonate with their target audience.
In the last episode about ideology discovery, I said that it’s not a differentiating factor. It’s not something you create, but once you’ve discovered your ideology, you’re clearer on the types of clients you want to attract.
Infusing Your Marketing Strategy with Passion
You want to make sure you can infuse your marketing messaging with this information, because your values and purpose are the things that you should be passionate about. Your marketing should always have passion.
I think that’s key for B2B service industries. If you decisively say you’re boring, nobody is going to be interested.
That’s where people start to think, “Oh well, my clients don’t expect content from me. They just want awesome accounting/financial/various services.” The problem with that thinking is that your clients do want content from you. All of them. It’s the age that we’re in now.
However, the most important thing is how you present that content, because what they don’t want is boring content. So if that’s what you’re going to put out, then yes, they don’t want that.
But if you can liven it up and speak to them in their language, then they’ll want it. That’s where your ideology, purpose, values, and passion comes into play.
Notable Criticisms: Excluding Other Companies in Favor of Apple
I will be honest about the book and say that it seems to have a bit of a love affair with Apple. Simon Sinek talks about them a lot, and I get it.
I know that they’re a great company, ideal for branding. Their customers are evangelists for the brand. I see the lines coming out of Apple stores.
I know their reach, but Simon talks about Apple a lot in this book. Okay, but what about Nike? What about those people who only wear Under Armour? Or about how Linux users, who are usually diehard users?
I think he could have talked about many other brands, but I felt like he incessantly harped on Apple. So I got a little bored at that part. Every time he mentioned it, I was like, “Yes. I know. Apple, the bite out of the apple. It was great, but what about other companies?”
So if I were to give him feedback on the book, that’s what I would say. I would have loved to see other companies’ case studies. But if you love Apple, it’ll be great for you.
I’m not an Apple person, as you might have been able to tell. I don’t hate Apple, but I have Google everything and an Android phone.
Start With Why is Definitely Worth the Read
I still think the book is worth a read, even if you only get halfway through. If you’re planning an ideology discovery exercise with your C-suite, then I suggest you all read Simon Sinek’s Start With Why.
He has valuable things to say about what makes an enduring company that withstands the technological advancements, as well as consumer trends and concerns.
The book does a really good job giving everybody some perspective on why these things are important.
Now, I promise that this actually concludes the series on ideology, purpose, values, and why those things are critical to your company’s future.