I regularly watch videos on ted.com. If anyone has not known or seen the videos posted by them, do so at the earliest. Inspiring & thought provoking. One such video provoked me to write this blog.
In the video I saw, the speaker goes to great lengths to argue & establish that organizations which successfully sustain themselves over long period of time do it based on “why” – purpose of their existence and not on “what” they produce/sell to customers. He goes to great length and with evidences attempts to establish that customers respond to genuine purpose of organizations; their why?
Having looked at that video , I realised that this concept like so many others can be applied to many a situations in our lives. Personal and Professional.
One case comes to me of “Wal-Mart” which I believe is also an example of what has been stated above. Sam Walton, founder of Walmart, said in 60s, that their purpose / mission is to bring down the cost of living for an average American. Profound, Sincere, Transparent, ambitious. Firstly his own employees believed him. Secondly the customers believed him as the “why” of walmart aligned with their “why The case that is being made here is that, People are not buying “what they (walmart) sell”; that is product at lowest price; people are buying because of “why” Wal-Mart is selling. ”. In the following years, many emerged as competition in this space for Walmart, but customers continued to believe in walmart more than anyone else.
This concept works in various situations and environments, just that terminology changes. Let us look at selling. In selling, it is said that seller must identify needs of a prospect. Isn’t identifying need of prospect “why”, customer proposes to buy the product? It is.
Companies research the needs and pain points of customers before designing and marketing the product/services. These needs are “why “the customer will consider & buy their product. While buying he is convinced of “why” you wish to sell to him. He believes your intention to produce that good/service is to “help him satisfy his need”; his” why” to buy. If they believe otherwise, a mass of them, critical mass, will not touch the product.
Let us look at situations within organizations. People work for people. People work with people. Only when a subordinate senses the purpose, explicitly or implicitly, “why” of actions being demanded of him by his organization, senior, leader, boss as uplifting, honest & sincere- does he go about putting his heart & soul in achieving it. Leaders establish purpose. Leaders do not drive people. Purpose drives followers, subordinates, teams, organizations. I am sure employee takes “pride” even today@ Wal-Mart; as they truly believe that their leaders are sincere to the purpose. Hence, employees at their own levels contribute to cutting costs, avoiding wastages, controlling leakages, driving efficiencies etc. Once “why” is established, they know “what” to do.
Let us look at our relationships @home. Our ability to manage our child develops considerably when we share with him the “why” of what we are asking him to do (what). Try it out with a youngster. Tell him to do something and more than likely you will hear him whispering F%$@ o%$. Explain “why” you want him to do that and you have a fan. Is this not very basic & is this not the way we want ourselves to be treated? Yes of, course.
At the root of Chris Argyris’s concept of “Advocacy & inquiry” is enabling people to reveal & share “why” they say “what” they are saying, to be able to travel the “Ladder of inference” together & reach a common, shared understanding. Advocacy & inquiry helps establish alignment around the core ” why” than “what”.
It is true everywhere that people respond to “why” and not “what”. We all know it. We forget the basics. We focus too much on “what”. Great Movements are built on “purpose”. People have followers because of purpose. Gandhi had a purpose. Did people follow him or followed his purpose. I think it was the purpose. His “why” had become people’s “why”. Freedom movement sustained and we won independence.
Do you know your “why”, your purpose or are you just going around doing” what” others have done in the past or are doing today ? Perhaps this could be the reason of our stress & unhappiness. Following the “what” but not asking “why”.
"Why” is a difficult question to ask yourself but track record of successful people & organizations suggested that it makes life easy. Wanna bet.
In the video I saw, the speaker goes to great lengths to argue & establish that organizations which successfully sustain themselves over long period of time do it based on “why” – purpose of their existence and not on “what” they produce/sell to customers. He goes to great length and with evidences attempts to establish that customers respond to genuine purpose of organizations; their why?
Having looked at that video , I realised that this concept like so many others can be applied to many a situations in our lives. Personal and Professional.
One case comes to me of “Wal-Mart” which I believe is also an example of what has been stated above. Sam Walton, founder of Walmart, said in 60s, that their purpose / mission is to bring down the cost of living for an average American. Profound, Sincere, Transparent, ambitious. Firstly his own employees believed him. Secondly the customers believed him as the “why” of walmart aligned with their “why The case that is being made here is that, People are not buying “what they (walmart) sell”; that is product at lowest price; people are buying because of “why” Wal-Mart is selling. ”. In the following years, many emerged as competition in this space for Walmart, but customers continued to believe in walmart more than anyone else.
This concept works in various situations and environments, just that terminology changes. Let us look at selling. In selling, it is said that seller must identify needs of a prospect. Isn’t identifying need of prospect “why”, customer proposes to buy the product? It is.
Companies research the needs and pain points of customers before designing and marketing the product/services. These needs are “why “the customer will consider & buy their product. While buying he is convinced of “why” you wish to sell to him. He believes your intention to produce that good/service is to “help him satisfy his need”; his” why” to buy. If they believe otherwise, a mass of them, critical mass, will not touch the product.
Let us look at situations within organizations. People work for people. People work with people. Only when a subordinate senses the purpose, explicitly or implicitly, “why” of actions being demanded of him by his organization, senior, leader, boss as uplifting, honest & sincere- does he go about putting his heart & soul in achieving it. Leaders establish purpose. Leaders do not drive people. Purpose drives followers, subordinates, teams, organizations. I am sure employee takes “pride” even today@ Wal-Mart; as they truly believe that their leaders are sincere to the purpose. Hence, employees at their own levels contribute to cutting costs, avoiding wastages, controlling leakages, driving efficiencies etc. Once “why” is established, they know “what” to do.
Let us look at our relationships @home. Our ability to manage our child develops considerably when we share with him the “why” of what we are asking him to do (what). Try it out with a youngster. Tell him to do something and more than likely you will hear him whispering F%$@ o%$. Explain “why” you want him to do that and you have a fan. Is this not very basic & is this not the way we want ourselves to be treated? Yes of, course.
At the root of Chris Argyris’s concept of “Advocacy & inquiry” is enabling people to reveal & share “why” they say “what” they are saying, to be able to travel the “Ladder of inference” together & reach a common, shared understanding. Advocacy & inquiry helps establish alignment around the core ” why” than “what”.
It is true everywhere that people respond to “why” and not “what”. We all know it. We forget the basics. We focus too much on “what”. Great Movements are built on “purpose”. People have followers because of purpose. Gandhi had a purpose. Did people follow him or followed his purpose. I think it was the purpose. His “why” had become people’s “why”. Freedom movement sustained and we won independence.
Do you know your “why”, your purpose or are you just going around doing” what” others have done in the past or are doing today ? Perhaps this could be the reason of our stress & unhappiness. Following the “what” but not asking “why”.
"Why” is a difficult question to ask yourself but track record of successful people & organizations suggested that it makes life easy. Wanna bet.
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