They’re beautifully designed, simple to use and user friendly. If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. I use Apple because they’re easy to understand and everybody gets it. But the inspired leaders and the inspired organizations -regardless of their size, regardless of their industry- all think, act and communicate from the inside out. We go from the clearest thing to the fuzziest thing. By “why,” I mean: What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? Well, as a result, the way we think, the way we act, the way we communicate is from the outside in. And by “why” I don’t mean “to make a profit.” That’s a result. Some know HOW they do it, whether you call it your differentiated value proposition or your proprietary process or your USP.īut very, very few people or organizations know WHY they do what they do. Every single person, every single organization on the planet knows WHAT they do, 100 percent. Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren’t. All I did was codify it, and it’s probably the world’s simplest idea. And it’s the complete opposite to everyone else. «…As it turns out, all the great and inspiring leaders and organizations in the world they all think, act and communicate the exact same way.
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