Over the weekend I had the pleasure of attending a workshop by Simon Sinek on developing vision for your company.

Sinek created The Golden Circle, a model based on the biology of human decision-making, that guides organizations on how to inspire people to buy or support, with cult-like loyalty, any product, company or idea.

What I got out of his talk was that the difference between what makes a business good versus great is the focus on the “Why” behind your businesses’ existence. Being true to the initial consumer need you founded the business to solve is what creates enduring business success. The Why directs the How you work which then produces the What you offer to the customer. If you or your employees lose the focus on Why you’re in business then you’re just another commodity competing on price and promotion.

A few brand building insights I took away from his 3 hour lecture –

1. “Less is more” is more than good advice; it’s how our brains comprehend information. We humans are driven by the reptilian brain. A good vision speaks to a basic – gut – desire. Define your audience and find an emotionally driven message based on an insight from their lives, not your company.  Develop a succinct articulation of that insight — Think different. Just do it. There’s a reason those taglines stir the emotions of consumers.

2. It’s Not About The Product, It’s About Them
Good marketing is completely focused on the customer. The primary message of a piece of marketing should be about the customer’s life and/or lifestyle and then neatly incorporate a product or service into that life and/or lifestyle in a way that makes sense. Compare your reaction to these two marketing messages - 20 gigabyte mp3 player or 10,000 songs in your pocket. Which hits your lizard brain?

3. There are only two ways to get people to act: manipulate them or inspire them. Both are effective strategies, but only one is capable of generating a sale AND a lifetime of loyalty.  Apple and Whole Foods inspire their customers. It’s what gives them amazing influence over their respective industries and our culture. And they do it by communicating Why they do what they do - their purpose, cause or belief - before they tell you about What they do or What they sell.
Consider GM’s cash-back incentives, Colgate’s 300 versions of toothpaste or Dell’s rampant couponing – do you buy those brands because of their vision?

You can see an interview with Sinek on MSNBC here.

Online fashion expert, style and shopping expert, Michelle Madhok, is the CEO of White Cat Media LLC publisher of blogs SheFinds.com and MomFinds.com, sites that help busy women shop online.