Friday Video: It’s Not WHAT You Do. People Buy WHY You Do It.
The Golden Circle infographic

The Golden Circle

We’ve long been a fan of the “Ideas Worth Spreading” TED series. And our Friday Video today is a simple but powerful inspirational presentation by author Simon Sinek. His START WITH WHY concepts—about innovation, leadership and success—are immediately useful for healthcare providers and organizations.

Why you do what you do is the vital (and often neglected) concept…because that’s why people will buy from you. It’s an idea that can shape your healthcare delivery purpose and enhance your success above the competition. Sinek presents examples from the business world, with insightful “how-to” direction.

Success follows when you know (and communicate) the WHY of what you do. In Sinek’s words, start with the WHY. Most people know WHAT they do or sell. Some recognize the HOW. But few know the WHY…their purpose, cause or belief.

Backed by scientific evidence and business success examples, according to Sinek, “when we communicate from the outside in, people can understand vast amounts of complicated information like features and benefits and facts and figures. But that’s not what drives behavior.

“When we can communicate from the inside out, we’re talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do.” Ultimately, “People don’t buy what you do; they buy why you do it.”

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Enjoy this thoughtful presentation and let us know what you think.

Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.



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“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

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– Jonathan Calure, MD

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