We have a background technical, we are used to think in solutions and in their execution, but a few times we go to the essence, to the why we're doing it. And when we have, many times we just talk about the what and how, and we forget what is most important.

Few days ago I got a recommendation from a book called ‘The key is the why‘ of Simon Sinek. The book explains a technique to explain your idea or project in a way that incites the people who are listening to be interested in your idea.

The theory is based on three concentric circles: why what I do, how to what I do and what I do. We tend to explain from the outside to the inside, that is to say, first the what, then the how to and at the end the why. This is because usually the why is more diffuse, we did not get to know him, and this is precisely the error. Simon tells us that the meaning is just the opposite, to begin by explaining the reasons, follow with the how we do it and finally explain what we do.

I have used this approach to explain my business in the about me of this blog. And the truth is that I'm satisfied as it has been. I think that reflects clearly the essence of Ebantic.

Simon Sinek gave a TED conference on this topic. In her account of the essence of his idea, and I recommend that you see the video. It is in English and you can select subtitles in 43 languages.