There are two ways to affect the behavior of others: to manipulate and to inspire.
Price is an example of manipulation. It is a great way to stimulate demand and support in the short term but a singular focus on it has devastating effects in the long run.
People are comfortable buying all kinds of different products from Apple. This is because of their ”clarity of WHY”; even though the what’s are different (phones, computers, tablets, etc.), the WHY is consistent among all products underneath the Apple umbrella (challenging the status quo, zen-like simplicity).
Conversely, Dell’s MP3 player was a flop because Dell has always identified themselves based on their WHAT: computers.
The what should only be the logical stuff that the brain uses to rationalize the WHY. This is because WHY’s are difficult to articulate.
Early adopters, that is, those consumers on the left side on the innovation diffusion curve, purchase things based on feel, based on WHY. Don’t blindly sell to the majority, seek out the early adopters on the left side of the curve that believe what you believe and will be loyal to you. These loyal early adopters will “tip” the majority in the middle of the curve (see The Tipping Point by Malcolm Gladwell).
Charisma is clarity of WHY.
Energy excites, charisma inspires.
Charisma breeds loyalty.
As a company grows, its CEO becomes farther removed from its what. It can, and it must, however, maintain control over its WHY.
The best example of brand loyalty is this: there are many people that have tattooed the Harley Davidson logo on their body. And a portion of these people don’t even have Harley Davidson motorcycles.
Products or whats are simply megaphones for the WHY.
There is a difference between achievement and success. Achievement is a something to be reached for, a tangible, measurable goal. Success, on the other hand, is a feeling, a state of being. Achievement is getting what you want, success is clarity and expression of WHY.
The tendency is to become preoccupied with tangible results – achievements – the WHATs, at the expense of the WHY. This is what causes “selling out” and ultimately, the demise of even industry-leading companies.