Download your Free Ebook

 


      

 

 

 

Communicating from the inside out….

There is something profound about learning from others. I regularly trawl the web and read many ebooks from inspiring people - my hope is to find those nuggets of aha moments which will profoundly shift my thinking. One such idea came from Simon Sinek who presented a talk at TedX about how great leaders inspire action. 

He spoke about how great leaders communicate from the inside out versus from the outside in. Let me explain…most companies communicate about what they sell and how they make their products, they communicate the benefits and features. Yet the most compelling thing that resonates with audiences is communicating why you do what you do. The Why is the most important part of creating a connection with your audiences. Why? Well because people buy into your vision, your reason for being…your very existence. They connect with you beyond a features perspective and identify with you for who you are and what you believe in, not for what you make. 

 

Sinek explains with a perfect example Apple Computers who communicates from the inside out: 

 

Why? Everything we do we believe in challenging the status quo. We believe in thinking differently…

How? We make our products beautifully designed, simple to use and user friendly…

What? We just happen to make great computers…iPads…phones…

 

Let’s look at Red Bull as another example (my own view of its message): it's an energy drink that is all about performance. Red Bull would want consumers to believe that for better performance they would need Red Bull, as only Red Bull offers superior performance.

 

Why? Everything we do we believe in giving wings to people and ideas…

How? We make our products with special ingredients to enhance your performance …

What? We just happen to make a great energy drink in different sizes

 

If you are still not convinced, let’s look at Dove (again my own interpretation of its message):

 

Why? Everything we do we believe in your inner beauty: your real beauty. We challenge the current definitions about beauty in our society …

How? We make our products with superior moisturising qualities to give your skin the superior care it deserves…

What? We just happen to make soaps, body creams, body washes, deodorant, shampoos 

 

Get it?

At the heart of your brand strategy and for this to work is your understanding of your customers. Dove understands their customers very well; they have a superior understanding of the inner beauty of women. And so they are able to really connect with their consumers from the inside out.

How are you communicating your brand’s messages? I hope this inspires you to review your current brand communications like it has inspired me… 

Source:  http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

 

 

Portfolio

View our collective portfolios and PR experience.

View Our Portfolio

Client Testimonials

See what our clients have to say about our work.

View Our Testimonials