Transcript
Hopefully you now get a sense of starting with the why as the most
critical part of stopping your business so let's look at a few examples the
first is FedEx everybody's seen the FedEx van driving past their house or
delivering a package why are they doing according to FedEx they are bringing the
world to you on time people confuse their why with the hell
and because their marketing is so effective most people know their
previous their old slogan when it absolutely positively has to be there
overnight and actually there's a great marketing win that they manage to sneak
a arrow into their logo can you find it but a slogan when it absolutely
positively has to be there overnight it's not really why they're doing it
which is their purpose so the hell is the slogan the why is
their purpose it's their mantra and finally the what FedEx vision and
mission statement I won't even bother reading it to you it is there for the
shareholders for investors but is it really useful in designing your business
not so much so focusing on the why and the how is where you should start and
really having that as the backbone as the basis for your company all good
things will happen from there and mix will look at Nike their purpose their
mantra their why is authentic athletic performance this is the core of their
business that applies to everything they do and how they do it they how they do
it designed beautifully in this simple swing that we all know well and their slogan
just do it very succinct very simple and it goes beautifully with there are there
Y as well so I think Nike has done an amazing job they probably spent millions
and millions of dollars getting those things just right but you can get there
too just by really thinking about your house and finally there what to bring
inspiration and innovation to every athlete in the world and I'm sure for
their shareholders it goes on and on about the specifics of just what their
different metrics are but their vision are there what is very concrete and it
extends the how and the why so hopefully now you've got a sense of the why the
how the what and there's differences and the way they impact your business
direction