I recently went on a 5-night stag-do to Benidorm; not ‘MY’ stag-do I hastened to add! I know what you’re thinking… ‘You’re too old for that’… Correct? Well, yes, you are probably right!
There were 9 of us on the trip and many of us have been friends for many years. However, as with any group of people, we have different interests, listen to a wide range of music and enjoy a variety of social activities. Bearing that in mind, on the first day, we went to a bar on the sea front called Daytona’s. There are hundreds of bars in Benidorm and I have no statistical evidence to say whether this bar is any ‘better/worse’ or ‘more/less popular’ than any other. However, we went back to that bar everyday… and stayed all day… and the decision to do so was unanimous.
So… Why was this?
Well, interestingly, unlike 75% of the bars in Benidorm, there were less ‘stag-do type antics’ in this bar and the beer was slightly more expensive than everywhere else too. Moreover, the toilets were not as clean as they were in other bars and there was a strong smell of vomit near the DJ booth… SO WHY ON EARTH DID WE GO BACK ALL DAY EVERYDAY!?!?
Well… After just a couple of hours on our first visit, the bar staff knew what we were drinking and would have our drinks ready as we approached the bar. On the second day, the bar staff would serve us first, even if we were 2nd or 3rd in the queue. The band (the same one played twice daily) began to play our requests and reply to our banter. On day three, two gentlemen (who were a little worse-for-wear) gave our group some grief and they were asked to leave immediately. On day four, we passed a member of bar staff in the street and she greeted us like old friends.
Put simply, we went back because of how we were made to feel.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
In the context of Sinek’s Golden Circle, this is a bar that understands its WHY. WHAT they do/offer is not that much different to any other bar in Benidorm; in many ways, WHAT they did was less appealing. However, whereas most other bars in Benidorm focus on WHAT they offer and use manipulation (price, offers, deals etc) to draw you in, Daytona’s focus on their WHY: to have fun and enjoy yourself… Moreover, their HOW and WHAT ‘lives, breathes and communicates’ their WHY; a perfect example of how loyalty is formed when people buy ‘why you do it’ not ‘what you do’.
What’s more, this example also perfectly demonstrates the importance of relationships. But, because they started with the WHY, the importance of relationships formed part of their HOW, which in turn sold their WHAT.
If I were ever to return to Benidorm (which is questionable) you would find me in one bar… Rocking out to Dire Straits with a beer in my hand… Having fun and enjoying myself… Why? Because people don’t buy WHAT you do, they buy WHY you do it. The WHY creates a culture that people want to be a part of; it creates a sense of family and generates loyalty.
If we are honest with ourselves, how many of us (teachers, schools etc) focus on WHAT we ‘do’ (often without a clear understanding of WHY we’re doing it) and use manipulation to get ‘buy-in’ from our pupils? How do we use our WHY to create a culture of learning, that people want to be a part of and that generates loyalty, meaning, excitement, purpose and enjoyment?
Sugata Mitra recently said, ‘the purpose of schooling is to enable people to live happy, healthy & productive lives’. Is this your WHY? If so, do your pupils know? Is it clear? Do the things that you do (your WHAT) represent your WHY?
Not a particularly thought provoking blog-post, I know. Perhaps the biggest question to come from this is… HOW DID I GO ON A 5-NIGHT STAG-DO & COME BACK THINKING ABOUT SINEK’S GOLDEN CIRCLE?