I recently came across this presentation by Simon Sinek that speaks to the huge importance of starting with "Why" and defining your purpose in a brand transformation process.
Most companies, politicians and people who try to lead begin by answering "What" or appealing to our sense of reason. You have a need, we have something to meet your need. It's very logical and focused on things like features and benefits...and the logical portions of our brains tells us that this approach makes sense.
However, as Simon points out, we aren't moved by "What", we are moved by "Why". We make decisions to purchase products or support a leader or believe in something based on our emotions. We then justify the emotional decision with logic to support the "What", but make no mistake, our behaviour is controlled far more by emotions than by reason.
Take a look at the presentation to learn more about the power of starting with "Why?"
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