It’s more than just houses to us. At Pardee Properties, our main mission is to inspire, transform and champion people to live their best lives. Having a purpose for your organization has been scientifically proven to increase its impact and success. After years of research, author and ethnographer Simon Sinek found a pattern of purpose among the greatest world leaders. Steve Jobs, the Wright Brothers, Martin Luther King, Jr. and other visionaries share one pivotal thing in common – they start with ‘WHY.’
In his 2014 TED Talk, “How Great Leaders Inspire Action,” Sinek asserts that the way leaders communicate determines their impact and success. Most businesses make apparent what they do and how they do it, but often neglect the WHY. He cites Apple founder Steve Jobs as a prime example of someone who pushed his business to operate with WHY as the foundation for everything they do. Apple has become a phenomenon over the past decade, not just because of their high quality hardware and designs, but because they make their purpose known clearly. Their consumers are standing in line for hours to get that iPhone 6 Plus because of what it represents – a mission to constantly defy the status quo.
People who are passionate about living above status quo are innately drawn to Apple products. These like-minded people are the ones who businesses should target. “The goal is to do business with people who believe in what you believe in.” Communicating starting with why you do what you do then venturing out to how you do it and lastly what you do (dubbed the Golden Circle by Sinek) is what makes someone effective at leading. True leaders don’t just assert authority; they inspire us and compel us to follow them, not for them, but for ourselves.
Team Pardee’s “WHY” is to change lives. Together with our clients and colleagues, we are able to transform the lives of people in our community with proceeds from every home we sell. It is only through coming together with our clients and neighbors that we are able to live out our purpose.
Simon Sinek is an author and speaker who has been featured in The New York Times, Inc. Magazine, NPR, BusinessWeek and more. You can order his books, Start With Why and Leaders Eat Last from his website.