WHAT do you do? HOW do you do it? WHY do you do it? Business expert, Simon Sinek says you must be able to answer these 3 seemingly simple questions to achieve clarity, purpose and ultimately greatness. At first glance, the answers seem obvious. Finding your WHY is the true challenge. It’s often the missing piece in what Sinek calls The Golden Circle. The Golden Circle explains what makes a business exceptional. This is how it might apply to a music lessons business.
WHAT do you do? Teach music HOW do you do it? Lessons, marketing and systems WHY do you do it? …(not so easy)
The WHY is not to make money. Making money is a result of your efforts, it’s an outcome. If your WHY was to make money you would have just gotten a job and collected a check. What’s your purpose? Why do you do what you do? “I love music and enjoy teaching” is a likely answer. Sales guru Zig Ziglar says your WHY is not about you. Your WHY has to be about the customer. What problem do you fix for your customer? Your love of music and your ability to teach is about you. So back to the question. What is your WHY?
Ultimately your WHY should start with a phrase with this type of sentiment.
I want to help people with ________ I believe that________ I want to give ________
Sinek turns to Apple as an example of a company who clearly understands, and is motivated, by their WHY. If Apple didn’t know their WHY they might broadcast a message like the one below.
We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one? ~Simon Sinek Ted Talk
This is how most of us communicate. It simply says this is what we do and we make a great product. In the music lessons world, it might look like this.
We offer quality music lessons. Our instructors are highly skilled with years of experience. Ready to sign up?
Sinek goes deep by showing how Apple actually communicates. They reverse the traditional form of messaging. They lead with their WHY instead of their WHAT. Apple leads with purpose and follows with product.
In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?”
Of course I want to buy one! I’ll also buy your iPhone, iPad, iPod your iWhatever you got. I’ll buy them because I strive to be everything you represent. I want to change the status quo, I want to be unique, I want to think differently. As Sinek says “People don’t buy what you do. They buy why you do it”. People don’t buy Apple computers because they are the best. They buy what Apple stands for; innovation and leadership. People don’t drink Starbucks or ride a Harley because they’re the best. They buy what these companies stand for. They buy how they feel when they engage with these products. People don’t buy lessons at your studio because you’re the best. They buy what you stand for; ____ and ____. Only you can fill in these blanks.
A studio who knows their WHY might communicate this message.
We believe that music has the ability to transform a childs life. Music lessons that are fun lead to inspired children. We offer music lessons that allow kids to experience success and accomplishment. Want to enroll?
Why do you do what you do? Discover your WHY and let everything flow from this point. It’s not about a mission statement, motto or tagline. Your lessons, marketing, systems, recitals, decor, culture, and experience should all be an expression of your WHY.
Intro music: Dusted by Fojimoto
Outro music: Rain and Revolution by City Breathing