{"id":409,"date":"2010-05-17T02:23:07","date_gmt":"2010-05-17T10:23:07","guid":{"rendered":"http:\/\/lorenzobennassar.com\/?p=409"},"modified":"2018-05-30T21:14:09","modified_gmt":"2018-05-30T21:14:09","slug":"simonsinek","status":"publish","type":"post","link":"https:\/\/lorenzobennassar.com\/blog\/2010\/05\/17\/simonsinek\/","title":{"rendered":"Martin Luther King had a dream. Not a plan."},"content":{"rendered":"

2010\/05\/17.
\nWhat should come first? Why, how or when?
\nWell, it all depends on what part of the brain do we want reach. If we’re talking about brand communication, “why” is the answer. Because, brand communication is all about feelings, trust and loyalty. And to first access that part of the brain, a brand needs to talk about its “why”. Why does that brand exist, and why should anybody care about it.
\nAs Simon Sinek<\/a> brilliantly explains in this fascinating TED talk, the good news is that this is not an opinion, but a biological conclusion based on the human brain’s design. Another strong argument to refute the “I like” or “I don\u00b4t like”.
\nWe already knew that there were parts of the human brain dedicated to rationality, feelings and decision making. But what really differentiates such successful case studies as thunderous and different as Apple, the Wright brothers or even Martin Luther King, is that they all talked first about their “why”. Why did they do the things they did.
\nBecause “the goal is not to find a brand that meets your needs. The goal is to find a brand that believes what you believe. Because people don’t by what you do, or how you do it. They buy why you do it”. When that happens, you’ll get people ready to stand no matter how long to buy your iPhone<\/a> or traveling through half the country in a bus and stand for hours in the middle of august to listen to you.<\/p>\n

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