May 062013

Simplicity is the ultimate sophistication.
— Leonardo da Vinci

Leonardo was spot on right when he made this observation.

Those of us that have made a great living with successful professional sales careers know that less is more: finding the one aspect that really matters to the prospect is priceless while pursuing a sale. If you find that one item, professionals don’t dilute it with a fog of other features, functions, and benefits that cloud the decision.

The problem is that simplicity is often difficult to distill. Finding a perfect, clear message that motivates people in just 7 – 10 words is what makes or breaks a pricey highway billboard campaign. There are lots of very expensive television commercials but few communicate as well as this one. Finding a perfect 90 second elevator pitch makes or breaks many budding entrepreneur as they pursue angel or venture cap funding. Finding the simple but powerful theme behind your product line that resonates is often the difference between success (what does BMW stand for?) or failure (what does Saab stand for?).

How can we apply this important concept to our daily lives? We are all selling something all the time, no matter if “it” is a product, a service, our company, our personal capabilities, our kids, or ourselves. The video segment below offers an important clue, an important change of thinking that can have big positive ramifications as to how you approach your messaging.

Simon Sinek has simplified how to sell, how to market, so that all of us can become far more effective. It comes down to focusing on why, first and foremost. Why is all powerful, yet 99% of companies, 99% of people start with what, then how, and finally and often optionally, why. Speeds, feeds, horsepower, megawatts, gigabytes, megahertz, and fiber-connect are not what blows people out of the water and gets them to join your side.

Think differently. Start with why. Think better.

I.M. Optimism Man

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