In Start With Why, Simon Sinek shares a simple but powerful idea:
“People don’t buy what you do, they buy why you do it.”
This principle goes beyond branding or business strategy. It’s the foundation of how leaders communicate, whether they’re writing, speaking, or leading through action. Because when people understand the why, they connect more deeply to the what.
So, how can you apply this to your everyday communication as a leader?
1. Lead with purpose, not process
Most people start by explaining what they’re doing, followed by how and then why. But leaders flip the order: they start with why.
The typical order of communication:
What → How → Why
How leaders communicate:
Why → How → What
Before you send that email, write that memo, or present that speech, find the deeper reason of it all. Why does it matter?
Example:
❌ “We’re implementing a new CRM tool.”
✅ “To cut wait times for both our team and customers, we’re switching to a new CRM that’s faster and easier to use.”
2. Make the message bigger than you
Leadership language isn’t self-centered, it’s mission-centered. It should invite others into something meaningful and shared.
The goal isn’t to communicate a smart or decisive move you made. It’s to create a sense of collective purpose and achievement. When you shift from “Here’s what I think” to “Here’s what we’re building together” your message becomes an invitation, not a command.
Bottom line?
The language of leaders doesn't just inform, it inspires. It doesn’t just explain what’s happening, it reminds people why it matters.
When people understand the why, they’ll bring their best to the how every time.
Want to support your leaders with more communication tips? Let's talk.
