Please. Let’s not start with your “why”.

I had a nice chat with a LinkedIn friend who said he was working on a client marketing strategy by using the Simon Sinek model of determining the company’s “why.” But this makes no sense.

This “why” idea comes from Simon’s book called Start with Why: How Great Leaders Inspire Everyone to Take Action.

This book is more than famous. It’s a sensation. The “start with why” movement began in 2009 when Simon did a TEDx (and later TED) talk on this subject, suggesting that people won’t truly buy into a product, service, or idea until they understand the WHY behind it.

Simon Sinek is awesome. He is a great writer and speaker. But … when it comes to most practical marketing, this idea is patently false.

The truth behind why

For 99 percent of the products I buy, I have no idea what “the why” is. I’m not being flippant or disrespectful. It’s just true.

• I bought a hamburger because I’m hungry and they taste good.
• I bought a new racquetball racquet because I wanted a better chance at beating my friend.
• I bought new plants from a little garden center (and even paid more) just because it’s close to my house and saved me time.
• I have a company cut my lawn because I would…