"People don't buy what you do, They buy why you do it."

Why? you do that? I believe what you believe. I want to do that.

They buy why you do it, not what you do!

너가 그 일을 하는 이유
그들이 원한다
그래서 너가 하는 그 일을 산다

why? how? what? We should move from inside(why?) to outside(what?)

Why? Apple is different from others?
Why? Martin Luther King led the civil rights movement?

WHY?

Why I do What I am doing? Why?

100% know what they do
some know how they do
very few people or organizations know why they do what they do?

"People don't buy what you do, They buy why you do it."

사람들은 당신이 하는 일을 사지 않는다, 당신이 하는 이유를 산다

If you talk about what you believe, you will attract those who believe what you believe.
Why is it so important to attract those who believe what you believe?

If you want mass-market success, you can not have it until you achieve this tipping point - 15%~18% percent market penentration.

Jeffrey Moore calls it, "Crossing the Chasm"

Failure: TiVo
They said, "We have a product that pauses live TV, skips commercials, rewinds TV, and memorizes Your view habbits without you even asking."

Cynical majority said that, "We don't believe you, We don't need it. We don't like it. You're scaring us."

What if they had said, "If you are the kind of person who likes to have total control over aspect of your life, boy, do we have a product for you. I pauses live TV, skips commercials, memorize your viewing habbits, etc., etc."

"People don't buy what you do, They buy why you do it"::

What you do simply serves is the proof of what you believe.

Success:
Now let me give you a successful example of the law of diffusion of innovation
In the summer of 1963, 250,000 people showed up on the mall in Washington to hear Dr.King speak. They were sent out no invitations and there was no homepage to check the date.

Dr.King was the only man in America who was a great orator. He wasn't the only man in America who suffered in a pre-civil rights America. In fact, some of his ideas were bad. But he had a gift.

But He is talented.
He didn't go around telling people what needed to change in America.
He went around and told people what he believed.

"I believe, believe, I believe", he told people.

And people who believed what he believed took his cause, and they made it their own, and they told people.
And some of those people created structures to get the word out to even more people.

And lo and behold, 250,000 people showed up on the right day at the right time ot hear him speak.

How many of them showed up for him? Zero. They showed up for themselves.

It's what they believed about America that got them to travel in a bus for eight hours to stand in the sun in Washington in the middle of August.

It's what they believed, and it wasn't about black versus white: 25% of the audience was white.

Dr.King believed that there are two types of laws in this world:

• those that are made by a higher authority
• those that are made by men
  And not until all the laws that are made by men are consistent with the laws made by the higher authority will we live in a just world. it just so happened that the Civil Rights Movement was the perfect thing to help him bring his causes to life. We followed, not for him, but for ourselves.

By the way, he gave the "I have a dream" speech,not the "I have a plan" speech.

Listen to politicians now, with their comprehensive 12-point plans.
They're not inspiring anybody because there are leaders and there are those who lead.

Leaders hold a position of power or authority,

but those who lead inspire us.

Whether they're individuals or organizations,

• we follow those who lead, not because we have to, but because we want to.
• *we floow those who lead, not for them, but for ourselves.

And it's thoese who start with "why" that have the ability to inspire those around them or find others who inspire them.