What inspires people to buy your product? Chances are, it’s the very same thing that motivates you to build that product.
According to Simon Sinek, author of “Start with Why: How Great Leaders Inspire Everyone to Take Action,” people don’t buy what you do, they buy why you do it. It’s a concept he refers to as The Golden Circle.
Every company or organization knows what they do, most know how they do it—but very few, Sinek says, know why they do it.
A real world example? Take Apple.
Apple is a successful, innovative company with loyal customers. What sets them apart from other computer companies? Instead of simply saying they make great computers, Apple starts with their why—challenging the status quo.
Apple’s goal—and your goal—is not to do business with everyone who needs your product, but rather people who share your “why”. This is especially true for a purchase as important and personal as a new home.
Your “why” gives your customers something to relate to, it encourages them to act, and can lead to greater brand loyalty. It’s also what truly sets you apart from other homebuilders.
What’s your “why”?