The Sir Galahad Theory of Branding and Sales
Earlier in my career working in politics, a mentor cautioned me getting trapped by the "Sir Galahad Theory."
Simply put, that theory holds:
"I will win because I am right."
The political graveyard is full of candidates who were so sure of their mission, so sure of their "rightness", so sure of their WHY...that they forgot to focus on what's truly important...
What the voters really wanted to know was: What's in it for us?
As it goes in politics, so it goes in branding and sales. It's not about you. It's about your customers.
As Bob Burg, hall of fame keynote speaker and co-author of The Go-Giver series of books consistently says:
"People aren’t going to buy from you because you have a quota to meet. They're not going to buy from you because you're a nice person. They’re going to buy from you because they believe they will be better off by doing so than by not doing so."
When it comes to politics, you may feel strongly about your ideas to change the world, but if you can't clearly communicate how that improves the lives of your voters, you're unlikely to win.
And when it comes to your product or service, the same principle holds.
Which is why I cringe when some people share the following quote from Simon Sinek:
"People don't buy what you do; they buy why you do it. And what you do simply proves what you believe."
I get what Simon is trying to say; I really do. But I'm afraid that the "Sir Galahad" business owners of the world will take the quote out of context and solidify their belief that selling is all about them.
Should you have a strong "why"? Absolutely.
But it's important to align your why with the positive impact your clients get from working with you.
Sir Galahad thinks, "people will buy from me because my WHY is right."
Effective business owners know, "people will buy from me because I effectively communicated how our product or service makes their lives better."