C+C Magazine - Spring/Summer 2017 - 19

C+C ❭❭ BLOGSPOT: SALES

Find Your

WHY

BY JILL PLOTKE

❭❭

This fall's Leadership Day offered
inspiration and motivation to our
chapter leaders with entrepreneur
Jill Salzman's talk of finding your "why"
being one of the highlights of the day.
Her interactive discussion used the
book, "Start with Why" by Simon Sinek,
as a jumping off point to explore the
desires and drive behind our why, both
professionally and personally. It may
seem easy to ask "why" and come up
with an answer. Why do we do our
jobs? Do we do them because we love
them? Hopefully true. Do we do them
to earn a living? Also true. Do we do
them to create exceptional meetings
and experiences for our clients? Yes,
but as we learned, these are more about
actions, than beliefs. The core of finding
the why, can be a process. During the
talk, Jill asked us to consider The Golden
Circle as a starting place to help develop
our why and help us to find order in our
behavior. Simply, it helps us understand
why we do what we do, and breaks it
down into three interconnected parts.
WHAT: This is the inner circle, this is
where every single company or person can
explain what they do or what they create.
HOW: This is the middle ring of the circle.
This is how we explain that something is
different or better than the competitor's
product or service, or what you do to
learn more and develop as a professional.
WHY: This is where it can get murky.
Very few companies/people can clearly

describe why they do what they do -
what is your mission, purpose or belief?
When most people or organizations
think, act or communicate, they do so
from the outside from WHAT to WHY.
The goal is to start on the inside of
the circle, then as you move out, you
gain clarity around your why. Basically,
the why is the end result of the how
and the what.

The goal is to start on
the inside of the circle,
then as you move
out, you gain clarity
around your why.
Basically, the why is
the end result of the
how and the what.
This is also how your why develops its
energy and power. It does not come
from looking ahead at what you want
to achieve and developing a strategic
approach to get there. It does not
come from years of experience or
study. It comes from looking at the
opposite from where you are now, the
process is in discovering that path,
not necessarily inventing it. This can
seem like it is contrary to everything
we are taught, but there is some truth
in looking at something from the
end point versus the starting point.

It's the stuff in between that gives
inspiration to our why.
In the end, gaining clarity of your why
is not the hard part. It is the ability
and discipline to trust your intuition,
staying true to your mission, purpose or
beliefs, and at the same time, remaining
authentic and true to that mission.
A good example cited was Apple
computers. A bad sales pitch might do
something like this:
* We make great computers.
* They're beautifully designed, simple to
use and user friendly.
* Want to buy one?
Here is how Apple actually sells
their product:
* Everything we do we believe
is challenging the status quo,
thinking differently.
* The way we challenge the status quo
is we make our products beautifully
designed, simple to use, and
user friendly.
* We just happen to make computers -
wanna buy one?
In a nutshell, they just reversed the
order of how they sell themselves. Sinek
summarizes it perfectly: "People don't buy
what you do, they buy why you do it." ●
Jill Plotke is an Event Sales Manager with
Topgolf Naperville. This article originally
appeared on the MPI Chicago Area
Chapter blog.
www.mpicac.org

| C+C magazine | 19


http://www.mpicac.org

Table of Contents for the Digital Edition of C+C Magazine - Spring/Summer 2017

PRESIDENT'S MESSAGE
LEARNING BYTES
THE EVOLUTION OF MULTI-GENERATIONAL EVENTS
WHY CORPORTATE SOCIAL RESPONSIBILITY IS SMART BUSINESS
THE NEW RFP - HOW ARE YOU COMMUNICATING WITH IT
BLOGSPOT
VOLUNTEER WITH MPI: HOW TO GET INVOLVED
DESTINATION FOCUS: THE GREAT LAKES
WELCOME TO THE NEW MEMBERS OF MPI-CAC!
INDEX TO ADVERTISERS
C+C Magazine - Spring/Summer 2017 - cover1
C+C Magazine - Spring/Summer 2017 - cover2
C+C Magazine - Spring/Summer 2017 - 3
C+C Magazine - Spring/Summer 2017 - 4
C+C Magazine - Spring/Summer 2017 - 5
C+C Magazine - Spring/Summer 2017 - 6
C+C Magazine - Spring/Summer 2017 - PRESIDENT'S MESSAGE
C+C Magazine - Spring/Summer 2017 - 8
C+C Magazine - Spring/Summer 2017 - 9
C+C Magazine - Spring/Summer 2017 - 10
C+C Magazine - Spring/Summer 2017 - LEARNING BYTES
C+C Magazine - Spring/Summer 2017 - THE EVOLUTION OF MULTI-GENERATIONAL EVENTS
C+C Magazine - Spring/Summer 2017 - 13
C+C Magazine - Spring/Summer 2017 - WHY CORPORTATE SOCIAL RESPONSIBILITY IS SMART BUSINESS
C+C Magazine - Spring/Summer 2017 - 15
C+C Magazine - Spring/Summer 2017 - THE NEW RFP - HOW ARE YOU COMMUNICATING WITH IT
C+C Magazine - Spring/Summer 2017 - 17
C+C Magazine - Spring/Summer 2017 - 18
C+C Magazine - Spring/Summer 2017 - BLOGSPOT
C+C Magazine - Spring/Summer 2017 - VOLUNTEER WITH MPI: HOW TO GET INVOLVED
C+C Magazine - Spring/Summer 2017 - DESTINATION FOCUS: THE GREAT LAKES
C+C Magazine - Spring/Summer 2017 - INDEX TO ADVERTISERS
C+C Magazine - Spring/Summer 2017 - cover3
C+C Magazine - Spring/Summer 2017 - cover4
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