Photo credit: www.clientwise.com
Over a year ago, I watched this TED Talks video about how great companies always know “why” they are in business. It was with Simon Sinek, author of the book “Start with Why”. I bought the book that week, and reading it really changed my thought process about the business world.
In the video “Start with Why-How Great Leaders Inspire Action” (2009), Sinek asks, “Why is Apple so innovative year after year?” This is what he says: “If Apple were like everyone else, a marketing message from them may sound something like, ‘We make great computers. They’re beautifully designed, simple to use, and user-friendly. Want to buy one?’. Instead, here is how Apple communicates: ‘Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?’. Something must be working. Apple is the most valued brand in the world.” Sinek summarizes, “People don’t buy what you do, they buy why you do” (Sinek, 2009).
I first came to Value Added Packaging as a guest for one of VAP’s Culture Luncheons in April 2015. I was really impressed by the awesome culture and how VAP had a purpose (why) they are in business. For example, the VAP Credo is “Changing lives through Packaging Management”, and the VAP Vision is “To be recognized for changing the way packaging material is manufactured, managed and delivered to the customer”. I was really impressed by how Value Added Packaging really follows what Simon Sinek outlines in his book.
I am super excited to be part of a Company that has a reason, beyond the bottom line, to be in business and has a Vision, beyond its four walls, on where the company is headed.
Sinek, S. (2009, September 28). Start With Why — How Great Leaders Inspire Action | Simon Sinek | TEDxPugetSound. Retrieved February 11, 2016, from https://youtu.be/u4ZoJKF_VuA
Clayton Mikesell, Value Added Packaging’s Relationship Builder, works closely with new and current customers to build and maintain trusting relationships.