Start with “why” is wrong

You’ve probably seen the book and accompanying TED talk from Simon Sinek “Start With Why.”

Not a bad book, but flawed I think.

Better to start with “who”…

WHO are you serving?

WHO is your IDEAL Client?

Specifically “who,” not generally “who.”

When I see a business struggling to find footing and gain traction, they usually know “why” they’re in business, but they’re fuzzy on “who” they’re in business for.

So they cast a net too big.

Figure out “who” first. Take dead aim.

The focus makes you go faster.




photo, originally in color, courtesy of: Stefan Muth

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