Hello again! I’ve been reflecting lately on how my business continues to shift, and was reminded of an excellent message I heard years ago. In 2010, thought leader Simon Sinek presented a TED talk that shifted my entire perspective called “How great leaders inspire action.” If you haven’t seen it, I highly recommend giving it a watch, as its concepts apply to all kinds of situations and circumstances. One of these concepts in particular stood out and has stayed with me ever since: People don’t buy what you do, they buy why you do it.

It’s all in the messaging—Sinek used Apple as an example, which was what drove it home for me. Here’s a clip from the transcript:

“I use Apple because they’re easy to understand and everybody gets it. If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?” “Meh.” That’s how most of us communicate. That’s how most marketing and sales are done, that’s how we communicate interpersonally. We say what we do, we say how we’re different or better and we expect some sort of a behavior, a purchase, a vote, something like that.

Here’s how Apple actually communicates. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?” Totally different, right? You’re ready to buy a computer from me. I just reversed the order of the information. What it proves to us is that people don’t buy what you do; people buy why you do it.”

With that in mind, I want to share a snippet from the National Council of Jewish Women/CLE weekly e-newsletter with you, which demonstrates BreadLove’s current “why.” You’re already aware of our partnership, but for the next little while, our donations will be directed specifically toward preserving reproductive rights in Ohio:

“Both NCJW/CLE and BreadLove are organizations that care deeply about preserving reproductive rights in Ohio and would like the next three months of contributions to be directed toward the ballot initiative efforts, specifically to our coalition partners Ohioans for Reproductive Freedom and Protect Choice Ohio – the two groups working toward the initiative.”

This is the why behind what I do. Sure, you can buy your challah and pastries anywhere, and many of you are avid bakers and prefer to make your own each week. However, if you are moved to make a small statement with your challah, consider purchasing a loaf or two (PS did you know our challah donation program operates on a rolling basis?!). Together we can make an impact, and we can choose to put a little more of the “why” into the “what” of our daily and weekly routines.

If this resonates with you, let’s continue to come together to make our voices heard: Place your order today for pickup at Luster Boutique or local delivery on Friday, June 9.

With that, I thank you sincerely for your ongoing support, and I wish you a peaceful week,

Joanna