I’ve been reading Simon Sinek’s book Start with Why? and something struck me. Sinek proposed that the thing that separated the truly successful companies from the rest of the field was their steadfast focus on their values, what they stood for as a company. Sinek’s argument is that when consumers connect with the purpose/culture (i.e., the “why”) of a company, they are forging an emotional, not intellectual relationship with the company. When companies appeal mostly to the intellect of an individual, such as through pricing or product features/attributes, they create a much more superficial connection with the customer and the customer is much less likely to become life-long customers of the company. It becomes a transactional, what have you done for me lately kind of relationship.
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