In 2010, Simon Sinek* joined the RAND Corporation where he advises on matters of military innovation and planning. Before that, he was in advertising – it’s also a type of warfare.
Military + Marketing strategists are interested in Mr. Sinek’s fresh approach and thinking around an old, interesting question:
Q: Why do some companies (like Apple for instance) do better than others (like Dell for instance), despite the fact that everyone has access to the same talent, consultants, media, etc.?
A: Mr. Sinek argues that all inspired leaders (and brands) merchandise their “why” (or why they do what they do), and leave “what they do” until later.
Think politics for a minute.
Party leaders leverage their vision to attract and surround themselves with leadership and management teams that share the leader’s vision, and mobilize it. They recruit volunteers based on the leader’s vision, and the entire team fans out to knock on doors and  find those who share the leader’s political point of view, and  ask the residents for their support.
Now think about the last time your friend recommended a movie.
Did he or she tell you to go see it because it’s playing at the Empire on Grant at 7:10, it’s 1:40 in length, has already earned over $29.3 million dollars, and will only be playing for three more days?
Or did he or she tell you to go see it because “it’s absolutely amazing! I almost _____ my pants!”?
Most arts and sports events are referred with an emotional (vs. logical) appeal to an established like-minded audience.
Now consider your own brand’s selling proposition:
Here are some questions for your management and marketing teams to explore:
1. Can you turn your “why” into an emotional selling proposition that will resonate with the audience you wish to serve?
2. Could you sell more by focusing on the “why”? In general, a “What > How > Why” structured argument enables us to absorb more facts about the product or service, but is less compelling because it doesn’t engage the emotional decision making brain.
3. Could you hire more people who believe what you believe (to increase productivity)?
4. Could you do better and more work with businesses that believe what you believe?
5. Can you sell more products and services if you target those who believe what you believe?
6. Can you make your product or service story more engaging knowing that:
Need help sorting out your “why” as well as your selling proposition?
call us at 1-204-272-3275 - operators are standing by!
*ABOUT Simon Sinek is best known for popularizing the concept of The Golden Circle. He joined the RAND Corporation in 2010 as an adjunct staff member, where he advises on matters of military innovation and planning. His first TED Talk on "How Great Leaders Inspire Action" is the 7th most viewed video on TED.com. His 2009 book on the same subject, Start With Why: How Great Leaders Inspire Everyone to Take Action (2009) delves into the biology of human decision-making and why we are inspired by some leaders’ messages and organizations more than others. He has worked with Euro/RSCG and Ogilvy & Mather and, in 2002, started his own company, Sinek Partners.
Charlie and I took a walk on the beach today (as we do most days). Here the grass is still green and many asters, roses, dandelions and clover species are still blooming. We have fog, little frost and no snow. I’m sharing this news with you because it underscores the need to think about all six P’s of marketing before you look out your “local” window and project the problems & opportunities you see around you onto the world at large.
Southern Ontario retailers are stocking, but won’t be selling rock salt, shovels, blowers, remote starters, batteries, snow tires and other “deep-freeze basics” any time soon. That impacts carrying costs, profit margins and other operational realities.
Many of our communities are also becoming home to new immigrants who have different priorities than the multitude of post-war immigrants who moved here decades ago. Provincial Park attendance is down, Condo sales are up. Sports equipment and apparel sales are up because nothing is general anymore - the experts say you need special shoes and outfits for everything you do. Urban deep-freeze avoidance opportunities like cozy basement insulation and cozy (non-fur) coat sales are up ensuring less of the outside gets inside.
And, of course, the American chains are coming north for all sorts of reasons.
When you construct your marketing plan, we urge you to consider the ever-changing global business landscape – think beyond the short-term, local environment you may be used to. To get the most out of your marketing efforts, you need to base your plan around research and tested practices, not hunches.
To do so, we encourage you to use all 6 P’s of Marketing:
Hiring a marketing agency is a cost-effective way to improve marketing quality and consistency. If you've made the decision to source and hire an agency, the next step is finding one that fits your organization’s goals, budget and values. Fit is essential. This is harder than it sounds as each marketing agency generally specializes in specific sectors, tactics and/or business sizes - there is no one size fits all solution. So how do you find the right agency for your organization?
The following 5-step process helps you to source, interview and evaluate your top agency picks.
Many business owners / leaders feel that their marketing efforts are OK, but they know that they could be better - they just don’t how how. If you’re in the same boat, it may be time to examine your marketing setup and look at new options. There are three routes you can take - OPTION 1: Continue to do it yourself, OPTION 2: Hire a marketing specialist or OPTION 3: Outsource some or all of the tactics to a marketing agency.
Your budget, as well as your specific business and marketing goals, are likely the most important factors affecting your decision. Each option has pros and cons and so, to help you down this path of discovery, we’ve created quick guide to help you compare your options.