So here’s a question. Can you sell some cars by detailing the engineering that makes them fast? Answer: Yes
But you sell way. more. cars! by saying you stand for the right to live life fast.
And the way you deliver is cars built for speed.
And only then tell people (who are feeling you) what engineering features you have that validates all that.
It’s called ‘defining your why’, an idea made mainstream by Simon Sinek. The premise is that in any call to action (from a massive movement all the way to a tiny CTA) it’s important to lead with a defining philosophy that resonates with your people.
There’s where the magic, clutter-cutting memorability opportunity lies.
The answer to your ‘why’, whether in campaign or life, is never defined in one step. Simplifying your core reason for being/doing involves repeatedly asking yourself the question ‘why’. It usually involves asking yourself ‘why?’ 5 times. We call it the 5 degrees of simplification™
This is the framework we apply to all our strategic thinking.
Watch this video to see who it might be able to help in its workbook form.
