‘Why’ Matters More Than ‘What’: The Importance of Communicating the Purpose of Learning to Students
Today’s university students have to navigate a complex world that can be overwhelming and exhausting. The pressure to succeed and the constant competition can make it difficult for them to stay motivated. The shift to online learning during the pandemic has only added to this challenge, as students often struggle to stay engaged and focused during virtual classes. University educators have to find new ways to keep students engaged and ensure they are learning, while also dealing with the technical difficulties and other challenges that come with online instruction.
I’m going to use a marketing analogy to make my point. Simon Sinek, in his TED talk, explains the “Golden Circle” of communication using hypothetical sales pitches from Apple. An uninspiring sales pitch from Apple might sound like this: “We make great computers. They’re beautifully designed, simple to use, and user-friendly. Want to buy one?” This type of communication addresses what Apple are selling and how they make it, but it leaves the crucial question of “why” unanswered. Why should you buy it?
If Apple reverses the order and starts with “why,” it becomes much more powerful and compelling. “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?”
Simon Sinek says, “People don’t buy what you do, they buy why you do it.” In the same vein, I believe that students don’t care about what they’re learning, they care about why they’re learning it. To increase learner motivation, educators should focus on ‘selling’ the importance of what they are teaching.
After a recent class about the distinctions between leaders and managers, I asked the students a few questions: “Why did we teach you this? Why is it important? What does it mean in the real world?” Despite having delved into the minutiae of the topic, including reading a textbook chapter and watching lectures, the students were unclear on the practical applications of their learning. Educators shouldn’t be leaving it up to students to reflect on and make meaning out of their learning.
Educators often focus solely on what they’re teaching (curriculum) and how they’re teaching it (pedagogy), neglecting to communicate the ‘why’ — the reason why students should be passionate about learning the material.
Rather than starting with the “what,” which can feel like a list of theories to memorize, educators can begin with the “why.” By starting with the “why,” educators can help their learners understand the importance of the material being taught and how it can benefit them. Communicating the reason behind the material’s significance can help learners see the bigger picture and understand how the material is relevant to their lives, and how to apply it in the ever-changing real world. Importantly, this approach helps educators design their courses to teach what is most important in this new era.
