The Why
Why do we buy?
Change our minds?
Follow the crowd?
Resist things we know are good for us?
Make decisions we later regret?
Why do we buy?
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Inheritance
The force that shapes us before we’re old enough to choose.
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Stories
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Explore The Why
For years, I was obsessed with one question:
Why do people buy?
Why does one prospect say yes while another says no?
Why does one person change while another stays exactly where they are?
Why does logic sometimes work — and sometimes seem to make absolutely no difference?
But the longer I spent studying buying decisions, the more I realised something. I wasn't really studying sales.
I was studying people.
And the question became much bigger.
Why do people do anything?
That's what The Why explores.
Buying.
Decisions.
Change.
Identity.
Belonging.
Certainty.
Leadership.
Relationships.
The future we imagine.
And all the invisible forces quietly shaping what we do.
One idea. Every Friday.
There's already enough of that. I want to give you an idea you start noticing.
⤷ In your next sales conversation.
⤷ In a meeting with your team.
⤷ At dinner with your partner.
⤷ Watching your children.
⤷ Making a decision you've been putting off.
An idea that suddenly explains something you've experienced for years but never had language for.
The best ideas don't end when you finish reading them. They change what you notice afterwards.
Human behaviour is endlessly complex. Every answer seems to create another question.
That's what makes it interesting. I don't write The Why because I have human behaviour figured out. I write it because I'm fascinated by trying to understand it.
And every Friday, I invite you into that exploration.
I don't think there's one answer. That's why I'm going to spend a long time exploring the question.
One idea. Every Friday.
