Our first assignment in Greg Goodale’s advocacy writing class was to watch this TED Talk. Let me tell you – it changed the way I look at literally everything.
The idea of starting with “why” is fundamental to the art of persuasion and rhetoric. By presenting the core value behind a product or message, you attract the people who identify with that value. This is the foundation of inbound marketing: drawing people to you, instead of banging down their door trying to sell them something.
People don’t buy what you do. They buy why you do it.