Simon Sinek - The Golden Circle - TedTalks 2009

Summary

The video explores why some organizations and individuals, like Apple, Martin Luther King, and the Wright brothers, achieve extraordinary success. The speaker introduces the 'Golden Circle' model, which explains that inspiring leaders and companies communicate from the inside out—starting with 'why' they exist, rather than 'what' they do. This approach appeals to deeper human emotions and drives loyalty. The success of the Wright brothers in achieving powered flight and Apple's innovation stems from their focus on purpose and belief, rather than solely profits or products.

Takeaways

• 🌟 The Golden Circle is a framework that distinguishes successful leaders and organizations by their ability to inspire, based on how they think, act, and communicate.
• 💡 The Golden Circle is structured around three concentric circles: 'What' you do, 'How' you do it, and 'Why' you do it, with 'Why' being the central and most influential layer.
• 📱 Apple's success is attributed to their focus on 'Why' they create products, which resonates with consumers and drives their purchasing decisions beyond just the product's features.
• 🧠 The human brain's structure supports the Golden Circle, with the neocortex handling 'What', and the limbic brains responsible for feelings, trust, and decision-making, which align with 'How' and 'Why'.
• 🔑 The 'Why' is crucial for driving behavior and inspiring others, as it directly communicates with the part of the brain that controls these aspects.
• 🚀 The Wright Brothers' success in powered man flight is an example of a 'Why'-driven endeavor, where their belief in the potential impact of flight outweighed their lack of resources and formal education.
• 🤝 Hiring and building relationships with those who share your 'Why' leads to more passionate and committed teams, rather than just those who can do the job.
• 📉 Tivo's commercial failure despite superior technology illustrates the importance of communicating 'Why' over just 'What', as it failed to resonate with consumers' beliefs and desires.
• 🌐 The Law of Diffusion of Innovation highlights the importance of reaching a tipping point in market penetration, which requires resonating with early adopters who are driven by beliefs and values.
• 🗣️ Dr. Martin Luther King Jr.'s ability to rally a massive crowd was not just due to his oratory skills but his focus on communicating his beliefs, which inspired others to take up his cause.

Q & A

What is the Golden Circle?

The Golden Circle is a concept introduced in the script that suggests great leaders and organizations think, act, and communicate in the same pattern, starting from the inside out, beginning with 'Why', followed by 'How', and ending with 'What'.

Why do some organizations like Apple stand out as more innovative?

Apple is highlighted as an example of a company that operates from the inside out, starting with 'Why' they do what they do, which is to challenge the status quo and think differently. This approach resonates with people and drives innovation.

What does the 'Why' in the Golden Circle represent?

In the context of the Golden Circle, 'Why' represents the purpose, cause, or belief of an organization or individual. It's the reason why they exist and get out of bed in the morning, which should inspire others.

How does the 'How' component of the Golden Circle differ from the 'What'?

The 'How' is about the processes, differentiators, or value propositions that set an organization apart, while 'What' is the actual product or service offered. The 'How' is about the means, 'What' is the end.

Why did Martin Luther King Jr.'s leadership in the Civil Rights Movement stand out?

Martin Luther King Jr. led by articulating his beliefs and inspiring others who shared those beliefs. His leadership was not about his oratory skills alone but about the shared values he represented.

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

The 'What' is the actual product, service, or action, but it's the least important part of the Golden Circle because it's the manifestation of the 'Why' and 'How'. It's what people buy into after they believe in the 'Why'.

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

The Golden Circle corresponds to the brain's structure: the neocortex with 'What', responsible for rational and analytical thought and language; the limbic brains with 'Why', responsible for feelings and human behavior.

Why did the Wright Brothers succeed in powered man flight before others?

The Wright Brothers were driven by a strong belief in the potential of flight to change the world. Their passion and commitment attracted others to support their cause, despite having fewer resources than competitors.

What is the Law of Diffusion of Innovation mentioned in the script?

The Law of Diffusion of Innovation is a theory that suggests how new ideas and products are adopted by different segments of society over time, starting with innovators and early adopters and eventually reaching the early and late majority.

Why is it important to communicate from the inside out according to the script?

Communicating from the inside out, starting with 'Why', allows leaders and organizations to directly address the part of the brain that controls behavior, inspiring action and loyalty beyond rational analysis.

What is the key takeaway from the script regarding business and leadership?

The key takeaway is that to achieve inspiration and loyalty, leaders and organizations must start with 'Why' they do what they do, aligning with the beliefs of their audience, rather than just focusing on 'What' they do.