People Don’t Buy What You Do; They Buy Why You Do It

“People don’t buy what you do; they buy why you do it.” — Simon Sinek, British-American author, motivational speaker, and leadership expert best known for his concept of the “Golden Circle” and the idea that great leaders and brands inspire action by starting with “why.” Find his TED Talk here.

In the world of public relations, this simple yet powerful insight from Simon Sinek has profound implications for how we communicate. Public relations (PR) isn’t just about promoting a product or service, it’s about cultivating meaningful relationships, establishing trust, and creating connections that resonate with audiences on a deeper level. When brands start with “why,” they don’t just sell. They inspire.

Moving Beyond Sales: The Power of a Needs-First Approach

PR is about communicating a brand’s story and purpose to its target audience. For many clients, this sometimes means focusing on the “what.” What a company offers, what sets it apart, and why its products or services are worth purchasing. However, it’s not enough to simply present features and benefits. Today’s audiences are desensitized to the formula of “what,” and they crave more than just a transaction. They seek meaning and purpose in the brands they engage with.

This is where Sinek’s “Golden Circle” comes into play, offering another way of thinking about communication. According to Sinek, while every organization knows what they do and most know how they do it, only the most successful leaders and organizations understand why they do it. The “why” is the purpose, the cause, or the belief that drives a company. It’s not about making a profit, that’s just a result that carries no emotional value or staying power. It’s about connecting with people on a deeper emotional level by aligning your company’s actions with their beliefs and values.

In PR, adopting a “needs-first” approach means shifting the focus away from hard selling and toward addressing the genuine needs and interests of your audience. By leading with your brand’s purpose—the reason why your company exists and what it stands for—you can engage your audience in a more authentic way and foster brand loyalty.

The Role of PR in Building Emotional Connections

People are emotional creatures, and our decisions—especially purchasing decisions—are often driven by feelings. As we have discussed in a previous post on what makes a great press release, science backs this up: our brains are wired to make decisions based on emotional triggers, with the limbic system (the part of the brain responsible for feelings and decision-making) playing a central role. When a brand communicates from the “inside out,” starting with its core belief and purpose, it speaks directly to the emotional part of the brain, bypassing the analytical and logical processes that often get in the way of true connection.

This is where PR professionals shine, as we have the unique opportunity and skillset to help our clients tap into this emotional connection. By framing the narrative around the why, not just the what, we can build stories that resonate deeply with audiences. As Sinek points out, consider how Apple does this: instead of simply selling products, they sell an ideology of challenging the status quo and thinking differently. It’s not about the sleek design and new features of the iPhone, the iPad, or the MacBook — it’s about the belief that technology can empower individuals to do more, be more, and think differently.

Trust, Loyalty, and Long-Term Impact

This level of emotional resonance doesn’t just result in a one-time sale. When brands effectively communicate their “why,” they foster trust, build loyalty, and cultivate a community of people who genuinely believe in the company’s mission, an invaluable asset. They are not just purchasing a product or service; they are supporting a cause that aligns with their own values.

For PR practitioners, the takeaway is clear: start by understanding and communicating the brand’s why. In addition to product (and service) features and benefits, publicize the core beliefs and values that drive the brand. Tell the story of how the brand’s actions are aligned with its purpose and how this purpose can help solve problems or make a difference in people’s lives. This will capture more positive attention and could inspire action and, more importantly, establish a long-lasting bond of trust.

Building Trust Through Authenticity

One of the key tenets of modern PR is authenticity, which we have also covered in a previous post here. Audiences today are quick to detect when a brand’s messaging feels inauthentic or ingenuine. As a result, PR professionals must ensure that their messaging is genuine, aligned with the brand’s values, and consistent across all touchpoints. When brands communicate from a place of authenticity, starting with why, they invite consumers into a shared belief system, making them feel like they are part of something bigger than just a transaction.

Brands that are driven by a clear, compelling purpose inspire loyalty not because they have the best product or the lowest price, but because they stand for something that resonates deeply with their audience. For PR practitioners, this means positioning your client’s message in a way that highlights its why—its values, mission, and purpose—rather than just focusing on the what of their offerings.

The Power of Purpose-Driven PR

As Simon Sinek so eloquently puts it: “People don’t buy what you do; they buy why you do it.” It’s time for PR professionals to embrace this powerful truth and help their clients communicate their purpose to the world.

Public relations professionals have the power to transform the way companies communicate with their audiences. By shifting from a sales-first mindset to a needs-first approach, PR practitioners can help brands connect with their audiences on an emotional level, build trust, and create long-term loyalty. The key is to start with why—to focus on the purpose, cause, or belief that drives a company’s actions.

When brands lead with their “why,” they inspire action and foster deeper, more meaningful relationships with their audiences. In today’s crowded marketplace, that’s what truly sets successful companies apart.

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