If I could recommend only one book to anybody who is about to start a business, it would be Start with Why by Simon Sinek.
Sinek did a great comparison of companies such as Apple vs. Dell where he points out the great difference between what those companies represent. Both Apple and Dell are in computer business. You may even argue that Dell may manufacture better computers than Apple yet, Apple is much more successful. One of the main differences between these two companies?
Apple started with answering the question “Why?”. They are really good when it comes to show what they represent. What their beliefs are. “We think differently.” Like this young entrepreneurial guy in jeans, who is using our products. (Apple had this awesome ad, where one of the guys below said: “Hello I’m PC.” and the other one “Hello I’m Mac.”)
See, Apple express their beliefs first, and if you have the same beliefs, you feel instant affinity for a brand. Do you know what Dell stands for? What they represent? If yes, please let me know in comments because I am clueless.
Now, let me present you the business idea which I am about to execute. I am going to write the message twice. Only difference would reversing the order of the information provided. Let me know which one is better:
(1) We believe that we do not need to update our closet every season, because new collection is out. Rather possess only clothes which we need and love and are build to last. Thats why we created these high quality hoodies. Manufactured from best materials, which we could found. Wanna buy one?
vs.
(2) We create high quality hoodies. They are manufactured from the best materials, which we could found, because we should posses only clothes which we need and love and which are build to last. Because we believe that we do not need to update our closet every season, because new collection is out. Wanna buy one?
In both cases I provided answers to three questions: Why? How? and What?
The most important one is “Why?”. Many businesses forgot their “Why?” hence the reason why we look at Dell as company which makes computers and nothing more.
Back to the business idea…
I personally do not comprehend this fast fashion trend which allow us to buy really cheap and low quality clothes often, in exchange of many people working in horrible conditions somewhere in Bangladesh. I simply cannot sit here and see this happening before my eyes. There was a case, where 1000 people died in factory, which collapsed. The reason? Since we buy clothes so cheaply right now, also manufacturing process has to be cheap. Hence, no money for repairing the building when it has cracks in walls big as Amazon river. I truly believe that we can do much better. And this is my best attempt to help to solve this problem.
So… can you answer the question why should your future customer care that you exist? If not, go back and think if you are really about to start something, what is meaningful.
Thank you for reading.