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Why “What You Do” Isn’t Why Education Leaders Buy
Why is Apple more innovative than everyone else? It’s not better technology; it’s a different way of communicating.
In this episode of EdSales Edge, Josh applies Simon Sinek’s "Start With Why" framework directly to education sales.
For early-stage founders (<$2M revenue), school leaders aren't just buying software or curriculum. They are buying you. They are buying your judgment, your conviction, and your belief.
This episode explores why clarity of belief is the fastest route to confidence and the most reliable way to attract your Perfect Client.
WHY THIS MATTERS
Most education companies communicate from the outside in: Here is what we do, here is how we do it. Inspired leaders communicate from the inside out: Here is why we exist.
Leading with features makes you a commodity. Leading with belief makes you a partner. When you articulate your "Why," you stop trying to convince skeptics and start acting as a magnet for leaders who already believe what you believe.
Josh references the foundational framework that changed how leaders communicate. Watch the full TED Talk here:
👉 Simon Sinek: The Power of Why
KEY TAKEAWAYS FROM THIS EPISODE
- People buy why you do it: Sales isn't about doing business with everyone who needs your product. It’s about doing business with people who believe what you believe. That is your Perfect Client.
- The Founder Story is not fluff: Under $2M in revenue, the buyer is betting on the founder. They need to know why you started this and why this problem matters. Your story is your proof of conviction.
- Specificity creates gravity: Josh shares how Paul King stopped selling "tutoring" and started selling "Algebra 1 Regents pass rate improvement for NYC Principals." By being specific about the Who and Why, he stopped chasing leads and started closing contracts.
- Clarity creates confidence: When you clarify your belief system, you stop posturing and start leading. This clarity gives the buyer the confidence to trust your judgment.
- Saying "No" is strategic: Turning down districts that don't share your beliefs is the most strategic move you can make to protect your runway and sanity.
If these themes feel familiar, the Perfect Client Builder will help you get clear fast. This is the same framework used inside 3E to help founders identify who owns the problem and where urgency lives.
- Avoid wasting months talking to the wrong people.
- Stop chasing meetings that feel "productive" but never turn into decisions.
- Stop over-explaining and start leading with confidence.
👉 Text PERFECT CLIENT to +1 771-333-4233 and we’ll send the framework straight to you.
A MOMENT THAT STOOD OUT
Josh highlights the "Vendor" vs. "Partner" shift. Vendors lead with features and compete on price. Partners lead with shared beliefs and are hired to solve problems. Shifting your pitch from what to why slows the conversation down in the best way, you stop convincing and start qualifying.
WHO THIS EPISODE IS FOR
- Early-stage Education Founders (<$2M revenue)
- Leaders uncomfortable telling their "Founder Story"
- Sales teams struggling to differentiate in a crowded market
SUBSCRIBE & SHARE
If you found this valuable, follow EdSales Edge and share it with a founder who needs to stand out. Clarity compounds when it’s shared.
View all episodes
By Josh ChernikoffWhy is Apple more innovative than everyone else? It’s not better technology; it’s a different way of communicating.
In this episode of EdSales Edge, Josh applies Simon Sinek’s "Start With Why" framework directly to education sales.
For early-stage founders (<$2M revenue), school leaders aren't just buying software or curriculum. They are buying you. They are buying your judgment, your conviction, and your belief.
This episode explores why clarity of belief is the fastest route to confidence and the most reliable way to attract your Perfect Client.
WHY THIS MATTERS
Most education companies communicate from the outside in: Here is what we do, here is how we do it. Inspired leaders communicate from the inside out: Here is why we exist.
Leading with features makes you a commodity. Leading with belief makes you a partner. When you articulate your "Why," you stop trying to convince skeptics and start acting as a magnet for leaders who already believe what you believe.
Josh references the foundational framework that changed how leaders communicate. Watch the full TED Talk here:
👉 Simon Sinek: The Power of Why
KEY TAKEAWAYS FROM THIS EPISODE
- People buy why you do it: Sales isn't about doing business with everyone who needs your product. It’s about doing business with people who believe what you believe. That is your Perfect Client.
- The Founder Story is not fluff: Under $2M in revenue, the buyer is betting on the founder. They need to know why you started this and why this problem matters. Your story is your proof of conviction.
- Specificity creates gravity: Josh shares how Paul King stopped selling "tutoring" and started selling "Algebra 1 Regents pass rate improvement for NYC Principals." By being specific about the Who and Why, he stopped chasing leads and started closing contracts.
- Clarity creates confidence: When you clarify your belief system, you stop posturing and start leading. This clarity gives the buyer the confidence to trust your judgment.
- Saying "No" is strategic: Turning down districts that don't share your beliefs is the most strategic move you can make to protect your runway and sanity.
If these themes feel familiar, the Perfect Client Builder will help you get clear fast. This is the same framework used inside 3E to help founders identify who owns the problem and where urgency lives.
- Avoid wasting months talking to the wrong people.
- Stop chasing meetings that feel "productive" but never turn into decisions.
- Stop over-explaining and start leading with confidence.
👉 Text PERFECT CLIENT to +1 771-333-4233 and we’ll send the framework straight to you.
A MOMENT THAT STOOD OUT
Josh highlights the "Vendor" vs. "Partner" shift. Vendors lead with features and compete on price. Partners lead with shared beliefs and are hired to solve problems. Shifting your pitch from what to why slows the conversation down in the best way, you stop convincing and start qualifying.
WHO THIS EPISODE IS FOR
- Early-stage Education Founders (<$2M revenue)
- Leaders uncomfortable telling their "Founder Story"
- Sales teams struggling to differentiate in a crowded market
SUBSCRIBE & SHARE
If you found this valuable, follow EdSales Edge and share it with a founder who needs to stand out. Clarity compounds when it’s shared.