Start with Why.

Whether it’s building a brand or changing behaviours, finding your compelling ‘why’ is the first step to connecting with your audience. Why is the product or behaviour important? Why should people feel good about it? Why is your way a better way?

The tendency for many marketers across most categories, is to communicate in the ’hows’ and ‘whats’, leaving little space for genuine differentiation. Articulating your ‘why’ is the first step in making what’s authentic about your brand or behaviour, compelling.

* Simon Senek, Start with Why. Penquin Books, 2009.