The One Thing – 66 Day Workbook – Chapter 2.
The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results is a non-fiction book written by authors and real estate entrepreneurs, Gary W. Keller and Jay Papasan.
This is a great book. What the book was missing for me however was a quick, but powerful Workbook to put all of its teachings into action. As a successful serial entrepreneur I knew that to follow through on my personal intent and achieve my top One Thing for 2017 I would have to create a framework that would laser focus me on my desire, until it was achieved. I was ready for a big change. I knew that this was not just a book to read, then put on my shelf and soon lose its powerful lesson.
The One Thing – 66 Day Workbook – Chapter 2
Simon Sinek in his best seller book, Start with Why: How Great Leaders Inspire Everyone to Take Action, asks the billion-dollar question: why have extraordinary people, or extraordinary companies like Apple been able to achieve extraordinary success, while others with the same resources have failed.
He asks why people like Martin Luther King Jr., Steve Jobs, and the Wright Brothers who had little in common, succeeded in such a grand way. He said because they all started with what he calls the WHY.
He explains extraordinary success in life and business through his idea called “Start with Why.” Sinek believes that the fundamental difference between the “Apples” of the world and everyone else is that they start with “why.”
Now let me admit that while starting with Why sounds simple it is a little foreign to our habitual thinking minds to grasp at first. And, why is it hard to grasp? Because we all start out not with Why at first but with WHAT first? We always at first think about “WHAT” we want to do. We seldom think first about “WHY” we want to do it.
We always need to have an answer for what we want to do and why we want to do it. We should always start first with the Why we want our One Thing in parallel with “What” the One Thing that we want. To me “Why” is equally to know as is the “What”. Why you may ask is it just as critical? Because, Why is the Core Value behind the What. It is also what motivates you to work for your what.
Let me give you an example. I founded and I am the Director of a nonprofit organization. All nonprofits must have a Vision Statement and a Mission Statement. Nonprofits will not get grants, or donations until they can tell people succinctly not only “What” they do – their “Mission”. But, nonprofits must succinctly state “Why” they do it. As a matter of fact Grantors put more emphasis on the Why than the What.
Therefor in our case with this 66 Day Workbook; Your “Why” – why you really want your One Thing is just as critical as knowing “What your One Thing is. The truth of the matter is that If you cannot answer Why you want to achieve your One Thing, you probably will not achieve it. I liken the Why to fuel. A rocket goes nowhere without fuel. And Why is the Fuel. No Fuel, no One Thing. So for you to achieve your One Thing you must think about not only what you want, but why you want it. When you know what is the one thing you want, and know why you want it, you can then go after it.
As I said most people start with “what they want” and then move to “how” they think they will get it. Most neglect to even examine internally in their minds why they want what they want to do. And worse yet, based on my experience as a business broker at one point in my entrepreneurial career; many of them don’t even know, even after they have started, why they do what they do! They just wanted to start a business to make money and to them that was it. No asking or answering, why do I want to do this. They lacked the fuel of WHY to keep propelling them forward. To me that’s why 80% of new businesses fail in the first year. They had no fuel, no powerful Why to propel them through the tough times and problems all businesses experience in the first year of opening.
In his book and in his TED TALK [the 3rd most watched TED TALK ever} Sinek says Apple succeeded and does still today because Apple knew at the beginning it’s WHY. Why is the core of Apple’s marketing… and the driving force behind their business operations? Imagine if Apple also started backwards like most people or companies by creating a vision or marketing message that started with “what.”
Sinek explained further with this example. What they do. “We make great computers. They’re user-friendly, beautifully designed, and easy to use. Want to buy one?”
While these facts are true, they are not enough fuel to build a world-class company.
Now here is what a WHY vision for Apple is.
“In everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user-friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?”
Because Apple starts with “why” when defining their company, they are able to attract customers who share their fundamental beliefs. As Sinek states it, “People don’t buy what you do. They buy why you do it.” Chapter Continued in THE ONE THING – 66 DAY WORKBOOK