I wasn’t going to talk about what I think is killing marketing. 

I’m saying that the murderer of marketing is the WHAT itself.

Even those who clearly understand the difference between sales and marketing often fall into the trap of starting with – and focusing on – WHAT they do. 

We often explain WHAT we do and expect people to get bowled over, believe in it, and also buy.

While the details help, unless you’re the only one selling such an offering – which is almost impossible today – people can only get bowled over by WHAT you do. 

In order for them to buy, they need to believe what you believe in – and believe in you and your offering. 

This is where we need, as Simon Sinek has taught us all, to start with WHY.

We need to tell stories – ours, our customers’, etc. – before we unpack features.

Every chance we get to share, we need to start with WHY or get back to our WHY as frequently as possible. 

Many people may share your WHAT, but no one else can share your WHY.