Simon Sinek on selling to people who believe what you believe:
People don’t buy what you do; they buy why you do it. The goal is not to do business with anybody who needs what you have. The goal is to do business with people who believe what you believe.
Here’s the best part:
If you look at a cross-section of the human brain, looking from the top down, what you see is that the human brain is actually broken into three major components … The neocortex is responsible for all of our rational, analytical thought and language; [O]ur limbic brains are responsible for all of our feelings, like trust and loyalty. It’s also responsible for all human behavior, all decision-making, and it has no capacity for language. In other words, when we communicate from the outside in, people can understand vast amounts of complicated information like features and benefits and facts and figures, it just doesn’t drive behavior. When we communicate from the inside out, we’re talking directly to the part of the brain that controls behavior.
This is where “it just doesn’t feel right” or where “it comes from my heart” actually comes from. The goal is not to have what you have, but to sell to people who believe what you believe. I’m sold.