Ever since I watched this Simon Sinek TED Talk, it has stuck with me and I mentally refer back to it several times a day. What resonated the most was the statement, “People don’t buy WHAT you do, they buy WHY you do it.” Just think about that for a moment…
Most interesting is that it can bring more meaning to your personal life too—if you agree with this mantra. I obviously do, which is why I continually share it with clients, friends and anyone who will listen. At this point in my life, I am more aware than ever before about why I do what I do—whether professional or personal—and I seek to have them connect in every way possible—much like the example below.
Life Is Good Achieves Greatness With a Simple Idea Full of Heart
The founders of Life Is Good, brothers Bert and John Jacobs, have lived this focus since starting their company in 1994. Their story begins the same as many grunge-era wannabe entrepreneurs—selling t-shirts at music festivals and street fairs. Their concept, however, wasn’t to sell a t-shirt, it was to sell optimism. So much in life, they felt, seemed to focus on the negative, which was amplified by the media. A smiling stick figure paired with the words, “Life Is Good” resonated more than they could have ever hoped. Making a few bucks was cool too, but it didn’t motivate them. If it did, they would have quit after years of working hard and surviving only on cereal and PB&J. They did hit it big—eventually—but what drove them to succeed was their “why.” And, the rest is history…
The figure, nicknamed ‘Jake,’ epitomized the laid-back, average, happy guy the Jacob brothers felt could change the world—one t-shirt at a time. Now, a $100 million company, Life Is Good is becoming more of a media and communications company focused on publishing and filmmaking. As the brothers said in a recent Fortune article, “apparel is just where it all started.”
Forget the Ad, Focus on Purpose
Worth noting—Life Is Good doesn’t do traditional advertising. Consumer ad agency folks likely cringe at this, but the Jacob Brothers have taken a completely different path to raising awareness for their company—cause marketing. Through music festivals, the company has developed a model to raise funds for causes they care about—helping kids who are overcoming violence, poverty and illness. By building community and helping others, the company has found a way to set itself apart from the crowded apparel market and has learned, people really do buy WHY, not just WHAT.
Life and Business Advice for Graduates
I believe there is much we can all take from this story, which got me to thinking—it’s graduation season. Whether high school students are closing their locker doors for the last time to embark on a new college or work adventure, or college grads preparing to enter the job market, a new life chapter is about to begin. Here are some key takeaways for all graduates.
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Do what you love. Don’t be afraid to fail. Check out this great Jim Carrey video of a college graduation speech he recently delivered summing this up perfectly.
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Be real and be transparent. As the Jacob brothers shared in the Fortune article, “People don’t like us because we’re geniuses. People like us because they know we’re trying, and they trust us.” I would add that trust will carry you far, so do what you can to build your credibility and reputation now. Don’t try to be anyone else but you. Find ways to let your personality and your passion shine through.
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Determine your “why.” What are you seeking to achieve? What motivates you or gets you out of bed each morning? What is your purpose? Don’t spend each day going through the motions with the thought process that everything is a means to an end. The happiest of people realize—often later in life than they should—that living in the moment is the only place where true happiness can thrive—even when times are tough.
“Optimism helps us persevere. Life isn’t easy. But life is good.” – John Jacob
Do you have advice for graduates? Care to share your “why”? Tell us in the comments below.
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Hollie Geitner is vice president, client services for WordWrite Communications.You can find her on Twitter @JustHollieG. 
