"People don't buy what you do, they buy why you do it". – Simon Sinek

Our project work focuses firstly on understanding the driver/s that form the essence of an organisation or individual; identified and articulated by way of 1.5-hour insight interview/s and site tour/s.

The identification and articulation of what makes an individual, or organisation and its leader/s tick; when further supported by strength of product and/or services offerings, ultimately leads to:

  • cut-through communications (internal and external use)
  • strength of value proposition understanding, awareness, market uptake
  • brand following, brand loyalty
  • staff alignment, staff fulfilment
  • simplified decision making
  • greater loyalties
  • trust a common currency

A written interpretation of the individual’s or organisation’s ‘essence’ (the Why) is produced; derived from insight interview/s, industry research and/or site tour/s.

For an organisation, the selection of interviewees will ideally include founding member/s, board member/s, senior leadership team member/s from across the organisation. The selected group should provide company essence insights from founding era, key areas of the organisation today as well as insights from the current leadership team member/s who are tasked with leading the organisation forward.

The guiding principles evidence the ‘Why’ at the operating level. When brought to life through specifically crafted communications and implementation concepts (the What’s – e.g. branding, key messaging, culture, environment, website, values-artwork, printed collateral, signage, vehicle signwriting, off-site presence); serve to provide a solid foundation for enabling the individual’s or organisation’s ‘value’ to be instantly understood, felt and in turn loyally supported by all those the individual or organisation wishes to influence and work with … be that internal people, suppliers, stakeholders, customers.

The power of this overarching approach is realised when everything said and done is in line with the Why (the essence); the right people (i.e. those who inherently believe what we believe) are inspired; like-minded people are attracted and positive momentum accelerates.

“There are leaders and there are those who lead. Leaders hold a position of power or influence. Those who lead inspire us. Whether individuals or organisations, we follow those who lead, not because we have to, but because we want to. We follow those who lead not for them, but for ourselves”. – Simon Sinek

To find out more about the theory behind our methodology please go to www.startwithwhy.com or have a listen for 18 minutes, to: Simon Sinek | How Great Leaders Inspire Action

Organisations and individuals we have worked with include
Professional Value Proposition/Personal Why’s

Dion Cawood

'Unforeseeable future'
Innovation & Transformation Advisor
Livestock Improvement Corporation

Alex Fear

'This place for you guys'
Marketing & Communications Specialist

Helen Camilleri

‘Look after people’
People and Brand Executive
Gallagher Group Ltd

Erin Wansbrough

‘You are enough’
Chief Executive
Soda Inc – Waikato business incubator

The limbic system

Felicity Cawood

‘Bringing beautiful to life’
Art Director
The Limbic System

Kim Macfie

‘Full potential is just the beginning’
The Limbic System


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Helen Camilleri
People & Brand Executive - Gallagher

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Founder - The Company You Keep