In a world flooded with content, where everyone is doing more, posting more, selling more—it’s easy to get lost in the noise.
Creators, entrepreneurs, and marketers face the same problem every day:
How do I stand out?
You can hustle harder. You can chase trends. You can refine your craft until it’s near perfect.
And yet—none of it guarantees connection.
Because standing out isn’t just about what you do. It’s about why you do it.
People Don’t Follow What You Do—They Follow Why You Do It
Think about the last time you truly connected with a brand, a creator, or a movement. It wasn’t just their product or content that pulled you in—it was their beliefs.
- Why does Apple have a cult-like following? Not because they make computers, but because they believe in challenging the status quo and thinking differently.
- Why do some musicians build lifelong fanbases while others fade away? Because their audience connects with their worldview, not just their music.
- Why do certain entrepreneurs create movements while others struggle for attention? Because they’re leading with a mission, not just a service.
This is what Simon Sinek calls the Golden Circle—where great brands and leaders inspire by starting with why, not what.
A Different Conversation
Picture this.
You’re on a plane. The person next to you asks, “So, what do you do?”
Most people respond with a what:
- “I’m a marketer.”
- “I run a sales training agency.”
- “I create video content for brands.”
End of conversation.
But what if instead, you led with why?
- Marketer = “I help people tell stories that actually matter.”
- Sales training = “I challenge entrepreneurs to rethink how they connect with their audience.”
- Video Production = “I create work that makes people feel something—because we’re drowning in noise and starving for meaning.”
Suddenly, the conversation shifts.
People lean in. They’re curious. They see themselves in your mission.
That’s the power of starting with why.
Focus on the Right People First
Not everyone is going to “get it” right away. And that’s okay.
If you want to build something that lasts, you don’t need everyone on board from day one—you need the right people first.
This is where Sinek’s Law of Diffusion of Innovations comes in. It explains how new ideas spread, and why starting with the right audience is everything:
- The first 2.5% of people to adopt an idea are the innovators. They don’t need convincing—they’re always looking for what’s next.
- The next 13.5% are the early adopters. These are the taste-makers, the trendsetters, the ones willing to take a chance before something is mainstream.
- The remaining 84%? They wait. Some of them won’t move until they see proof, social validation, or a trend they can’t ignore.
Most creators waste time and energy trying to convince the masses, but that’s backward.
Instead, start with the ones who are already primed to believe what you believe:
- The ones who resonate with your mission before you explain it.
- The ones who see the world the way you do and are hungry for a voice like yours.
- The ones who want to champion your work before it’s cool—because it aligns with what they already value.
When you focus on early adopters, they do a lot of the heavy lifting for you.
They spread the word. They amplify your message. They make it easier for the rest to follow.
This is how movements happen.
So the next time you’re frustrated that the masses don’t “get it” yet, remember:
You don’t need everyone.
You just need the right ones first.
Shift from “What” to “Why”
For the next seven days, shift your mindset.
- Instead of explaining what you do, share why you do it.
- Instead of trying to appeal to everyone, speak directly to your early adopters.
- Instead of selling a product or service, invite people into a mission.
Because when people believe in why you exist, they don’t just buy from you.
They follow you.
They root for you.
They bring others along.
If you enjoyed this post, please consider sharing it with someone else who might too–the buttons below can help.
Thank you!
