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3 min.In one of the chapters of HDD podcast by Marco Garcia and Sergio Alarcon they mentioned a book with great emphasis, so I took note of it and bought it in todostuslibros.com According to Sergio’s words is a book that changes your mentality radically not only in the world of branding, and certainly meets the expectations. The book is “Start with why” from Simon Sinek.
The perception when facing a new Branding project, in any of its facets, will be totally different, the objective to achieve will go beyond achieving a positioning among the universe of brands, the objective will be to maintain that WHY during the whole process and in each decision making.
Start with why… Why is it a great book?
From an early age we are taught that the purpose of any business project is to achieve success and with it to obtain benefits, mainly economic. If we also study marketing and advertising, everything we are taught is based on obtaining profits and achieving the highest number of sales, using different techniques, different means, but everything is based on a single target.
What if perhaps that was our big mistake when it comes to approaching any project? This book gives us a good jolt to those foundations that mold us from a very early age and makes us see, with real and proven examples, why Steve Jobs with Apple or Herb Kelleher with Southwest Airlines offer much more than products or services for sale, they are ideals and a way of seeing life, a belief. Each one started with a WHY, a belief that became a reality thanks to measures they adopted, the HOW, and the result of those measures generated the WHAT, the product or service offered.
Leaving aside the product or service offered in order to generate profits, there are those who focus on that belief, on that innovative vision of the world and have struggled to change it and achieve it through the HOW and the WHAT, but as a fundamental basis the WHY during the whole process and in every decision making. This has nothing to do with the quality of their products, it is not something rational.
A way of thinking, acting and communicating that is becoming more and more deeply rooted in society.
More and more companies are aware of this path, leaving behind prehistoric and superficial methods, which were based on technical improvement to achieve more profits, ignoring everything else. The goal now is different: It’s not about selling to anyone who wants what you have, but about finding people who believe in the same things you do. These companies do not operate as corporations, they exist as social movements.
Lately in the job offers you can see those that pay special attention to qualities that go beyond technical skills and more on the vision and beliefs in certain aspects. If a company’s staff is told to come to work and just do their job, they will do nothing else, but if they are reminded of WHY the company was founded and told to always look for ways to bring that cause to life, they will do more than their job.
The important thing is not so much what you do as why you do it.
If you want to hear a little about the content of this book I leave you this TED talk he gave a few years ago. A small preview of what you will find in this great book that you should not miss, regardless of whether you like Branding or the world of entrepreneurship.
Categoría/s: Graphic design
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