I just watched this Ted Talk called Start With Why by Simon Sinek: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

This is what I got from it:

Start any communication with why you do things. Before you try to do anything, figure out why you’re going to do it and tell people about that first.

People will believe in what you believe in. People don’t buy what you do, they buy why you do it.

Talk about what you believe. You will attract people that believe the same thing. These are your early adopters. They want to be first. They will inspire the rest of the people; the majority.

E.g. – trying to sell TiVo:

  • “We have a machine that lets you pause live TV, rewind, record what you want when you want to.” = failure (if you start with the what they don’t believe you)
  • “Are you the kind of person who wants to control every aspect of your life? Then we have a product for you – it lets you pause live TV, rewind, record what you want when you want to.” = success (when you start with the why, then people who believe what you believe will be attracted)

If you tell people what you do, you will not inspire them but if you tell them why you do what you do then you will inspire them to follow you.

I suppose they have to believe the same thing as you first, though.