Discover How Steve Jobs and Jeff Bezos Built Billionaire Empires without Initially Defining Their ‘Why’
In the quest for business success, Simon Sinek‘s Golden Circle has emerged as a pivotal model, advocating for companies to start with their ‘why’ – the profound purpose, cause, or belief that drives their existence.
Firms like Apple Inc. were not just selling products; they were seen as revolutionizing the market and fostering innovative thinking. This concept, widely shared in numerous TED Talks, advocates for a compelling ‘why’ at the core of business strategy. However, for visionaries such as Steve Jobs and Steve Wozniak, the approach was different. They initially focused on a clear ‘what’ and an effective ‘how’, forming Apple’s foundation, and integrated their ‘why’, a narrative of revolution and innovation, much later in their journey. Does it shock you to learn that iconic founders like Steve Jobs and Jeff Bezos built billionaire empires without initially defining their ‘why’?
The Essentials of ‘What’ and ‘How’ for Emerging Businesses
In the competitive world of scaleups, the quest for an ambitious ‘why’ can quickly turn into a session of ‘bullshit bingo’, characterized by grand but disconnected terms. For these evolving companies, a clear understanding of ‘what’ they offer and ‘how’ they do it is not just strategic but essential. A genuine ‘why’, while valuable, is akin to the icing on a cake.
A business can indeed flourish without a definitive ‘why’. It’s riskier to fabricate a ‘why’ filled with empty buzzwords than to admit the lack of one. Deviating from Simon Sinek’s advice, it may be more practical to start with ‘what’, proceed to ‘how’, and gradually address the ‘why’.
Consider Jeff Bezos’s journey with Amazon (watch this video). Recognizing the internet’s rapid growth, he sought a business model to capitalize on this trend. His financial background led him to identify online book sales as a profitable niche, considering the inventory limitations of local bookstores. For Amazon, a well-defined ‘what’ (we sell books online) and a strategic ‘how’ (we have all books in stock) were sufficient to drive the company towards an IPO in just three years and turn Jeff Bezos into a billionaire.
Similarly, Steve Jobs, often celebrated for his clear ‘why’, actually started with a distinct ‘what’: providing user-friendly home computers to those reluctant to build their own in a time where all competitors offered ‘Build It Yourself’ kits which required soldering skills. The Apple I, a pre-assembled home computer, emerged from this vision. Jobs’ ingenuity was evident in the ‘how’, as he pioneered the distribution of home computers in retail stores, breaking away from the norm of specialty electronic shops.
The Critical Role of ‘What’ and ‘How’
The ‘what’ represents the core of a company’s market presence, going beyond a simple product or service description. It’s the anchor that prevents scaleups from drifting in the unpredictable business environment. For instance, a hypothetical startup, “TechNovate”, aiming to “transform industries through AI”, must specify their offerings, like AI tools for healthcare or predictive analytics for finance, to avoid their ‘what’ becoming vague and their ‘why’ falling into the trap of ‘bullshit bingo’ – impressive but empty.
The ‘how’ is what sets a business apart, adding tangible value and making the ‘what’ not just visible but compelling. For “TechNovate”, it could be their unmatched precision in analytics or a user interface that democratizes AI, distinguishing them without falling into the trap of overpromising and underdelivering, known as ‘bullshit bingo’.
Embracing an Authentic ‘Why’
The ‘why’, often glorified in the Golden Circle, must be rooted in authenticity, reflecting a company’s true culture and values. It’s about avoiding empty promises and ensuring that the ‘why’ is deeply integrated into the company’s operations and ethos. Initially, a ‘why’ for scaleups could be as simple as ‘to pay the bills’ or ‘to fill a market gap’, evolving naturally as the company grows.
The Importance of Being Earnest
Reflecting on my time running a business unit at Alcatel, I remember the struggle to define our ‘mission’. The team was obsessed with crafting grand ‘mission statements’ like ‘we delight our customers through operational excellence’. However, when confronted with a practical scenario about profitability versus service improvement, the unanimous choice for profitability revealed a disconnect between their words and real intentions. It’s crucial to be honest with yourself and ensure your ‘why’ genuinely represents ‘why you do it’.
In Conclusion: Own Your Unique ‘Why’
Integrating a clear ‘what’, a distinctive ‘how’, and a sincere ‘why’ forms a cohesive Golden Circle, steering clear of the ‘bullshit bingo’ pitfall. It’s about authenticity, ensuring every aspect of your strategy aligns with your company’s true essence. If your ‘why’ is still evolving, embrace it as part of your journey and acknowledge you need to work on it at a later stage. Do avoid crafting a hollow and insincere ‘why’ filled with buzzwords just to have an impressive ‘why’.
This approach is more than just strategy, it is a commitment to authenticity, ensuring every facet of your business truly reflects your company’s identity.
To all scaleups out there, may your ‘what’ be clear, your ‘how’ be unique, and your ‘why’ be sincerely and unmistakably yours.
In the vast narrative of business success, it’s not about merely playing the game. It’s about redefining it.
