It was seven years ago this month that Simon Sinek appeared on the brand scene with his viral Ted Talk, “How Great Leaders Inspire Action.”
The talk was brilliant. In some ways, it challenged our thinking. In some ways, it used science to rationalize what we already knew and used. It is a philosophy we reference often.
His premise is that as an organization, we need to start our positioning around why we do what we do. What is the passion, belief or shared idea that unites the team internally and the clients/customers they serve?
The struggle with this philosophy is that it can often be extremely hard for an organization to be able identify and/or articulate this “why.”
Here’s where I think Mr. Sinek overlooked the most helpful hint… Start With who. Who is it that your organization is passionate to serve? What are the characteristics in common for those people/companies you strive to serve?
If you can identify and articulate your who, your why becomes a much simpler riddle to solve.
So who is your who?
Post by Benj Miller
Benj Miller is a founder who hates titles, a strategist who can’t sit still, and a coach who feels more like a friend. As Syrup’s Creative Director (and its founder), he turns big ideas into brands people actually remember. He’s part strategist, part artist, and fully allergic to anything that feels generic. Whether he’s shaping a brand’s core idea, building a visual identity, or pushing a website concept one level deeper, he always finds the angle that makes people stop and pay attention.
He spent two decades building Syrup into the company it is today, while also starting, leading, or advising more than ten other companies along the way. That mix of experience shows up in the clarity, honesty, and sharp instincts he brings to every project. When he’s not leading the creative charge, he’s doodling another wild idea or convincing the team that yes, it can be better.
