Champions of "why"...Wounded Warrior Project

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

In the case of the Wounded Warrior Project their mission statement summarizes their "why":

"To foster the most successful, well-adjusted generation of wounded service members in our nation's history."

On the heels of the Vietnam War era it's understandable why an organization would have this mission. 

I selected the Wounded Warrior Project as the first of many organizations I will feature who have a clear sense of why they do what they do. The goal of most organizations is to be successful, and sustain for the long term. Wounded Warrior Project didn't want to be "just another charity asking for money." Have you heard that sentiment before? 

Never underestimate the importance of having clarity about why you do what you do. "Why" separates you from the pack. It attracts people who believe what you believe. The veterans, WWP staff, donors, volunteers and corporate sponsors are crystal clear on why they work together. 

My goal for this blog is to initiate a conversation about the importance of "why" and how it can inspire us to take action. 

Does your marketing inspire or manipulate?

This question has more to do with marketing strategy than social media marketing. Depending on how you answer this question will determine how you will use social media.

I owe this topic to Simon Sinek, author of Start With Why. His book looks at the tactics used in advertising to motivate consumers to buy.

During the holiday season a noted national retailer featured daily ads with offers such as: "Buy one suit and get 4 shirts absolutely free". The next day it was 4 shirts and 2 pair of pants. By now they must be paying customers to take their goods. The timing and offer manipulate you to act now...while getting used to receiving a lot of free stuff.

When I use the term manipulation I use it in a "nice" way. Manipulation on its face sounds evil. By no means does this advertiser, nor others using this strategy fit that label.

Let's consider a contrasting message. My favorite charity is the Wounded Warrior Project. Their ad, voiced by country star Trace Adkins features our veterans coming home from war with missing limbs and needing a wide range of services to allow them to transition back to society. WWP asks for a monthly donation to help their cause. If you have any appreciation for the military and the sacrifices they make, you may be inspired to help.

My sense is that marketing that inspires will generate more loyalty than marketing that manipulates. Watch this year's political ads and ask yourself...inspiring or manipulative?

What was the last thing you bought solely because you were inspired?

My Top 10 Favorite Brands of 2011

There were many in contention...but these rise to the top in my eyes:

1. The Masters - Live from Augusta. It's even better when you are live at Augusta. Thank you God! 
2. Twitter - A mesmerizing tool for communication, information, branding and connecting.  
3. P90X - The days of wasting time and money at the gym are over. Hard work, lots of fun. 
4. Wounded Warrior Project - We've come a long way since Vietnam. This is where you find true heroes. 
5. Forward Motion - An emerging small business specializing in helping you take control of your career. 
6. Tim Tebow - A mix of faith, integrity, athleticism and work ethic. It's why he stands out. 
7. Vail, Colorado - I'll skip ski season...but in the summer there are few places better.  
8. Seth Godin - marketing and business genius. Thank you for letting us be part of your world. 
9. Southwest Airlines - A large brand with a great personality. Defying the odds in a challenged industry. 
10. David Feherty - Golf announcer, ambassador, humorist, role model. Makes me proud to be a golfer. 

Merry Christmas and Happy New Year to all!