People don’t buy what you do or why you do it. They buy how it makes them feel. - Bernadette Jiwa
When I heard Jiwa utter those words on a stage in Denver last year, I had an AHA! moment. I had previously been sucked in by Simon Sinek’s famous TED Talk, Start With Why.
People don’t buy what you do, or how you do it. They buy why you do it.
It’s a powerful message that is hard to disagree with, yet it fell short for many artists, who were paralyzed for months or years over the inability to nail their Why.
Jiwa’s quote adds clarification. People buy how it makes them feel.
People buy your art because it makes them feel something.
To find your purpose (your why), all you have to do is remember the connection you are making with others through your art.