---
title: "People Don't Buy \"What\" You Do, They Buy \"Why\" You Do It"
description: "[youtube=http://www.youtube.com/watch?v=qp0HIF3SfI4] Key lesson: people don’t buy what you do, they buy “why” you do it."
---

[The ViRTUS Leadership Journal](https://blog.virtusinc.com/virtus-inc-leadership-journal)

# [People Don't Buy "What" You Do, They Buy "Why" You Do It](https://blog.virtusinc.com/virtus-inc-leadership-journal/journal/leadership-people-dont-buy-what-you-do-they-buy-why-you-do-it)

 Written by [Mike Desjardins](https://blog.virtusinc.com/virtus-inc-leadership-journal/author/mike-desjardins) | Jun 29, 2010 7:58:50 AM

\[youtube=http://www.youtube.com/watch?v=qp0HIF3SfI4\]

Key lesson: people don’t buy what you do, they buy “why” you do it.

[View full post](https://blog.virtusinc.com/virtus-inc-leadership-journal/journal/leadership-people-dont-buy-what-you-do-they-buy-why-you-do-it)

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