Friday Video: It’s Not WHAT You Do. People Buy WHY You Do It.

By Stewart Gandolf
Chief Executive Officer

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.”

TED talk logo

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

Stewart Gandolf, MBA

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.

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