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Clarity, Discipline and Constancy
› Clarify of WHY:
It all starts with clarity. You have to know WHY you do WHAT you
do. If people don’t buy WHAT you do, they buy WHY you do it, so it
follows that if you don’t know WHY you do WHAT you do, how will
anyone else?
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Cont.
› Discipline of HOW:
Once you know WHY you do what you do, the question is HOW will
you do it? HOWs are your values or principles that guide HOW to bring
your causes to life. How we do things manifests in the systems and
processes within an organization and the culture. Understanding HOW
you do things and, more importantly, having the discipline to hold the
organization and all its employees accountable to those guiding principles
enhances an organization’s ability to work its natural strength.
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Cont.
› Consistency of WHAT:
Everything you say and everything you do has to prove WHAT you
believe. A WHY is just a belief. That’s all it is. HOWs are the actions you
take to realize the belief. And WHATs are the results of those
actions__everything you say and do: your products, services, marketing,
culture and whom you hire. If people don’t buy WHAT you do but WHY
you do it, then all these things must be consistent.
21. “Always Start with WHY
because people don’t
buy WHAT you do, they
buy WHY you do it.”