Simon Sinek’s model for leadership is very clear. Start with why, and then worry about the how, what and where later on. As he so aptly puts it (BTW, if you haven’t seen his Ted Talk, it’s linked below and is absolutely outstanding), “people don’t buy what you do, they buy why you do it”.

So, what does this mean for us as comms pros and how can we bring this into our everyday work?

Well, for me, it means being prepared to question the status quo and ask ‘why are we doing this?’ when a client (or agency for that matter) has proposed an activity or campaign. It means questioning the brief, being challenging and making people think about the bigger picture. 

We’re in an age whereby coverage for coverage sake simply isn’t good enough. We’re in a time where a wealth of channels, content and competitors are vying for every position available. And we’re in a moment where economic stability simply is not forthcoming. Now more than ever, it is critical that we can showcase demonstrable business value for every campaign we invest our time, money and effort into.

So how can we possibly achieve this? Simon Sinek knows a pretty good place to start…