Behind The Stream: Why Do You Care

Do you ever see a company post on social media, “we started this for the money”?

Me neither.

Because most of us need a better, truer reason to connect with a person or a company.

Remember TOMS’ early days? I doubt people were buying those shoes just because of how they looked. They weren’t that cute, and I have several pairs.

Companies that have real passion for the problem they solve do better once we actually know about that passion.

We’ve all seen this work, whether we’re on the buying side or the selling side.

As Simon Sinek famously put it:
“People don’t buy what you do, they buy why you do it.”

Take Guru Pet Company. They sell dog toys. But what makes them stand out isn’t the toys, it’s that they’re exactly the kind of people you’d want making your dog’s toys.

And they made a video to prove it.

Watch this week’s Behind The Stream to see how it came to life!

That’s the stuff that turns a buyer into a fan.