If you haven’t spent much time on the TED website, you’re missing out on some fantastic ideas.  Recently Boulder-based VC, Brad Feld, highlighted a wonderful video from TEDxPugetSound by Simon Sinek.

This is worth taking the time to shut off any distractions and grab a notepad for jotting down all the ideas it will inevitably spark…

Why is this video important to a tech marketer? Typically, we find ourselves trying to communicate how the technology works to our audience. As Sinek points out, we need to consider a little evolutionary biology and get to the part of the brain that controls decision making – to do this the question of marketing becomes not “How” but rather “Why”.

Jot this quote down and put it next to your monitor: “People don’t buy what you do but why you do it.” – Simon Sinek

Check out around the 11 minutes mark when he hits on Rogers’ Diffusion of Innovation – great stuff.  See if you can anticipate why Tivo missed the mark with positioning the product…