Simon Sinek Start With Why

Introduction: The Mystery of Innovation

Have you ever wondered why some organizations and leaders seem to continuously defy the norms and innovate year after year? How is it that Apple, a mere computer company, consistently outshines its competition in terms of innovation? Why was Martin Luther King able to lead the civil rights movement, while others with similar experiences and oratory skills did not achieve the same level of influence? Why did the Wright Brothers beat out better qualified and better funded teams to achieve powered man flight?

The Golden Circle: Why, How, What

Simon Sinek made a groundbreaking discovery that changed his view of the world and how he operates within it. All the great and inspiring leaders and organizations in the world, whether it's Apple, Martin Luther King, or the Wright Brothers, think, act, and communicate in the exact same way. They start with why, then move to how, and then end with what.

Here's what Sinek means by the Golden Circle:

• Why: What's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? Why should anyone care?

• How: How do you differentiate yourself? What's your unique value proposition or proprietary process?

• What: What do you do? What products or services do you offer?

Most organizations and people know what they do and some know how they do it, but very few know why they do what they do. They operate from the outside in - from the clearest thing to the fuzziest thing. However, the inspiring leaders and organizations think, act, and communicate from the inside out.

Apple: Thinking Differently

To illustrate this point, let's look at Apple. If Apple were like everyone else, their marketing message might sound something like, "We make great computers. They're beautifully designed, simple to use, and user-friendly. Want to buy one?" This is how most organizations communicate - by starting with what and how, and expecting a desired behavior or purchase.

However, Apple communicates differently. They focus on why they do what they do. They say, "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?"

By reversing the order of information, Apple's message becomes inspiring. People are not just buying what Apple does, they are buying why they do it. This explains why people feel comfortable buying not only a computer from Apple, but also an MP3 player, a phone, or a DVR. Apple is a computer company like their competitors, but their why makes all the difference.

Biology and Behavior

The concept of starting with why is not just a matter of opinion, it is grounded in biology. If we look at a cross-section of the human brain, we can see that it is divided into three major components - the neocortex and the limbic brain. The neocortex is responsible for rational and analytical thought, while the limbic brain is responsible for feelings like trust, loyalty, and decision making.

When we communicate from the outside in, we engage the neocortex - the part of the brain that processes facts and figures. While people may understand the information, it doesn't drive behavior. However, when we communicate from the inside out, we engage the limbic brain - the part that controls decision making and does not process language. Gut decisions, like those driven by a "feeling" that something is right or wrong, come from the limbic brain.

By starting with why, we speak directly to the limbic brain, which controls behavior. We then provide the rationalization and tangible details that allow people to justify their decision.

The Power of Belief and Loyalty

If we don't know why we do what we do and fail to communicate our why to others, how can we expect them to support us? The goal is not to sell to everyone who needs what we have, but rather to sell to people who believe what we believe. This is what inspires loyalty and creates a community of like-minded individuals who want to be a part of what we do.

Remember, people don't buy what you do, they buy why you do it. By tapping into the power of why, we can inspire others and achieve long-lasting success.

Conclusion: The Golden Circle in Action

The Golden Circle, comprised of why, how, and what, offers a fresh perspective on leadership and organizational success. By starting with why, we can create a powerful and inspiring message that resonates with others. Embracing this mindset allows us to build a loyal following and achieve greatness, just like the leaders and organizations that have come before us.

So, why do you do what you do?