all the great leaders political or Business Leaders think act and communicate the complete opposite of the rest of this where so many of us start by telling people what we do they start with why but let me give you a funny example that makes the case perfectly dating is like any kind of sales call we're sitting across a table from somebody we want to say things that make them choose us over somebody else and imagine if we sent somebody out on a date and they started with what rather than why so let's take our theoretical
data let's call him Davido Davido is on a date with a young woman that his friends set him up with and this is how the date begins he sits across from her and the first words he says you know I am very very rich I know lots of famous people I'm on television all the time which is good because I'm good looking and I have a beautiful home you should you should come and see it sometime so the question is does Davido get a second date it's intuitive no but depends how rich he is but
but now but now let's send him out a second time but this time he will start with why ah before I do that before I do that I should say what he did is exactly what most companies do they sit across the table and they say you know we're very successful we're the biggest in the industry uh we have some of the wealthiest people who work with us you may have seen our advertising on television we have a beautiful corporate headquarters you should come visit sometime it's the same thing and so we know it doesn't
work on a date so why should it work in a sales call and the answer is it doesn't so let's send them out again this time he starts with why you know he says I love what I do I work for an organization that has a belief that we are responsible for holding the dreams of other people in our hands it gives me purpose it's why I wake up in the morning every single day and the result is fantastic I've actually been able to make a lot of money and meet a lot of famous people
and I get to be on television all the time which is fun because I'm good looking and I built a beautiful house but the most important thing is the reason why I get out of bed in the morning and you can see all the same facts are in there but this time starting with why gives context to all those things so all the facts still prove they serve as the tangible proof but it's a profoundly different feeling when somebody leaves with purpose
