Del Monte Agency Encourages Businesses to “Start with Why”

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Bryan Del Monte, President of Del Monte Agency, publishes a white paper titled "They Start with Why," targeted towards businesses seeking to become marketing leaders. Del Monte Agency encourages companies to focus on "why" the company exists, which will transform market challengers into market leaders.

Del Monte Agency - They Start With Why
... those who seek to change things don’t lead by telling people what they do, or how they intend to make the change, they start by getting people to believe in a simple concept – why the status quo should change.

Del Monte Agency announces that it has released the first in a series of white papers targeted at businesses seeking to become market leaders. In this paper, Del Monte Agency encourages companies to focus less on selling “what they do” and “how they do it” in their advertising and marketing, and instead focus on “why” the company exists.

“We spent considerable time studying and reading about how challengers succeed in changing the status quo,” said Bryan Del Monte, President of Del Monte Agency. “What we found in research is that those who seek to change things don’t lead by telling people what they do, or how they intend to make the change, they start by getting people to believe in why the status quo should change,” Del Monte said.

Del Monte Agency purposes that challengers cannot compete against market leaders by offering a new feature, or a new benefit, at a lesser cost, hoping to be recognized. “What a company does, and how a company makes its goods/services can be copied,” Del Monte stated. “If a challenger wants to compete against established market leaders, they need more than a better mousetrap; they need a better way of convincing people on how to catch mice.”

The white paper’s conclusions are based in part on research from other marketing experts, most notably that of Simon Sinek, who popularized the concept of marketing using a “why” with his book “Start with Why” and his TED talk on how successful businesses communicate. “What Simon did was to bring to the forefront the idea of how a company communicates; marketing and advertising is a form of communication, and can impact directly how competitive that company is in the marketplace,” Del Monte said.

“What we did was extend on that concept, applied in advertising/marketing communications, and developed a process as to how you consistently bring forward the ‘why’ of a business. Agencies really haven’t been in that business, although the most successful advertising always, in the end, makes obvious the ‘why’ of the business,” said Del Monte. “Advertising focuses most of its time and effort on the unique selling proposition. In a disconnected and balkanized market and media structure like we have today, companies have to tie their message together in a cohesive manner to be heard – that is why we believe that not only do companies have to “start with why,” they have to make it a part of how they communicate. We help those companies develop a process to make this happen,” Del Monte said.

The white paper can be downloaded at their website:

About Del Monte Agency:
Del Monte Agency is a privately owned full-service Minneapolis advertising agency. Our agency’s approach is built on the belief that consumers are not passive; a new proprietary service we call “Non Advertising.” By developing strategic relationships, our new Non Advertising concept encourages entrepreneurs and business leaders to bring their visions to the forefront of our cutting edge advertising methodologies that deliver upon prosperity.

For more information about Del Monte Agency, please visit or call 612-276-3900.

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Kim Maxon
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