Simon Sinek Start With Why

Summary

This inspiring talk delves into the Golden Circle concept, a framework that explains why certain leaders and organizations, like Apple, can consistently innovate and inspire. The speaker argues that success is not about what you do, but why you do it. By starting with 'why', you appeal to the limbic part of the brain, which governs behavior and decision-making, rather than just the rational neocortex. This approach fosters loyalty and belief in the company's purpose, transcending the product itself.

Takeaways

• 🌟 The Golden Circle concept is introduced as a pattern that explains why some leaders and organizations are more inspiring than others.
• 🤔 The 'why' of an organization is more important than the 'what' or 'how', and it's not about profit but about purpose, cause, or belief.
• 🔄 The traditional way of communicating is from the 'what' outwards, but inspiring leaders and organizations communicate from the 'why' inwards.
• 📱 Apple is used as an example to illustrate how they communicate their 'why' before their 'what', making their products more appealing.
• 🛍️ People buy based on 'why' a company does what it does, not just 'what' the company does.
• 💡 The goal is to do business with people who believe in the same 'why' as the company, not just with anyone who needs the product.
• 🧠 The human brain is divided into parts that correlate with the Golden Circle, with the neocortex handling 'what' and the limbic brain handling 'why' and driving behavior.
• 🗣️ Communication from the 'outside in' allows for understanding but not behavior change, while 'inside out' communication influences behavior and allows rationalization.
• 💖 The limbic brain is responsible for feelings like trust and loyalty, and it controls decision making without language capabilities.
• 🤝 Loyalty and long-term relationships are built on shared beliefs and 'why' rather than just the features or benefits of a product.
• 🚀 The discovery of the Golden Circle has profound implications for how individuals and organizations operate and communicate.

Q & A

What is the Golden Circle and how does it relate to leadership and innovation?

The Golden Circle is a concept that suggests great leaders and organizations communicate from the inside out, starting with 'why' they do what they do, followed by 'how', and finally 'what'. This pattern is opposite to the conventional 'outside-in' approach, which starts with 'what' and moves to 'why'. It's believed to inspire action and loyalty because it aligns with the way our brain processes information.

How does Apple's marketing strategy exemplify the Golden Circle?

Apple's marketing strategy exemplifies the Golden Circle by starting with 'why' they exist, which is to challenge the status quo and think differently. They then explain 'how' they achieve this through beautifully designed, simple to use, and user-friendly products, and finally, they mention 'what' they do, which is making great computers.

Why do people buy from Apple according to the Golden Circle?

People buy from Apple because they connect with Apple's 'why', which is the company's purpose and belief. This emotional connection drives purchases more than just the features and benefits of the products themselves.

What is the significance of the 'why' in the context of the Golden Circle?

In the Golden Circle, 'why' is significant because it represents the purpose, cause, or belief of an organization. It's the core reason why an organization exists and why people should care, which is more compelling than just what the organization does.

How does the Golden Circle relate to the human brain's structure?

The Golden Circle correlates with the human brain's structure, where the neocortex, responsible for rational and analytical thought, corresponds to the 'what' level. The limbic brain, responsible for feelings and decision-making, corresponds to the 'why' level, suggesting that communicating from the inside out aligns with how our brain processes information.

Why is it important for organizations to know their 'why' according to the script?

Knowing the 'why' is important because it's the foundation for inspiring others and driving behavior. It's the emotional and decision-making part of the brain that responds to 'why', not just the rational understanding of 'what' an organization does.

What is the difference between the inside-out and outside-in approaches to communication?

The inside-out approach starts with the 'why', moving to 'how', and then 'what', which is believed to inspire and align with the brain's decision-making process. The outside-in approach starts with 'what', moving to 'how', and then 'why', which may not inspire action as effectively because it doesn't engage the limbic brain as directly.

How does the Golden Circle apply to leaders and their ability to inspire?

The Golden Circle applies to leaders by emphasizing the importance of starting with a clear 'why', which can inspire and motivate others. Leaders who can articulate their purpose and beliefs can rally people around a shared vision.

Why do some organizations struggle to inspire despite having similar resources?

Some organizations struggle to inspire because they may focus on 'what' they do rather than 'why' they do it. The script suggests that it's the 'why' that truly differentiates and inspires, not just the products or services offered.

How does the Golden Circle help in understanding the success of the Wright brothers?

The Golden Circle helps in understanding the success of the Wright brothers by suggesting that their 'why' - their purpose and passion for powered man flight - was a driving factor in their achievement, setting them apart from other teams with similar qualifications and resources.