Who is simon sinek

Menu Main menu. Watch TED Talks. Simon Sinek Leadership expert. TED Speaker. Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why. Why you should listen Fascinated by the leaders who make impact in the world, companies and politicians with the capacity to inspire, Simon Sinek has discovered some remarkable patterns in how they think, act and communicate. Simon Sinek How great leaders inspire action Posted May Then we narrow it down to one who best represents the customers they need to target.

We give them a name. Then we start to profile this customer archetype — what is Andrew trying to do in his business?

Does he have a transformational challenge? What insights tell his story? What is his background? Then I get them to work out how Andrew is likely to buy — and where they fit in this buying journey. Finally, and most importantly, how do they want Andrew to feel when he signs on the dotted line? Otherwise, you lose the connection between how you want them to feel when they do business with you and your purpose. These need to interlock. A massive lightbulb moment is when clients realise they only need to attract a small number of these Core Customers, maybe 10 or 20, to double their business in the next three years.

In the past, their strategy has been focused on average customers. Now, they can tailor their entire approach to the needs of a specific group of Core Customers. When I was at Peer 1 Hosting, we had 13, customers globally but only of these were high value. I worked out we only needed another net annually to achieve our growth plans of doubling in three years. So, we got really focused on who they were and what they needed from us. This had far-reaching consequences — our core values and purpose were aligned around these needs.

They guided every decision we made. We looked for staff who shared these values and could ensure our Core Customers knew, liked and trusted us. This is about being different. This is how you create a niche. Think small, not big, and use a feelings model to get there. This will be way more effective than constantly selling the features and benefits of your product. So, take my advice.

Profit is also important! Written by business growth coach Dominic Monkhouse. Find out more about him here.