Simon Sinek COMIENZA POR EL POR QUE
Summary
TLDREl guion del video explora la idea de que los líderes y organizaciones inspiradores, como Apple y Martin Luther King, logran el éxito porque piensan, actúan y se comunican de manera opuesta a la mayoría. Se introduce el concepto del 'Círculo Dorado', que enfatiza la importancia de comenzar con el 'porqué' de una empresa o líder, más que con el 'qué' o el 'cómo'. Esto se apoya en la biología humana, donde la parte del cerebro responsable de la toma de decisiones (límbico) no controla el lenguaje, lo que explica por qué las personas compran más por la razón de un producto o servicio que por sus características. El video también discute la Ley de la Difusión de la Innovación y cómo los creyentes en una causa pueden llevar a un éxito masivo.
Takeaways
- 🎯 Las organizaciones y líderes inspiradores como Apple, Martin Luther King y los Hermanos Wright piensan, actúan y comunican de una manera diferente a los demás.
- 💡 El 'Círculo Dorado' es una teoría que explica cómo algunas organizaciones y líderes inspiran a otros. Se centra en 'Por qué', 'Cómo' y 'Qué'.
- 🧠 La mayoría de las personas y organizaciones saben 'qué' hacen y algunas saben 'cómo' lo hacen, pero muy pocas saben 'por qué' lo hacen.
- 🚀 Las personas no compran lo que haces, sino el 'por qué' lo haces. Este 'por qué' representa la creencia, propósito o causa que guía a una organización o líder.
- 🍏 Apple se diferencia porque comunica su 'por qué' (creer en desafiar el status quo y pensar diferente) en lugar de solo comunicar lo que hace.
- 🤔 La teoría se basa en principios biológicos: el cerebro humano tiene una parte (el sistema límbico) que controla las decisiones, pero no el lenguaje, lo que hace que el 'por qué' resuene más emocionalmente.
- ✈️ Los Hermanos Wright triunfaron en el vuelo controlado porque estaban motivados por un propósito, mientras que Samuel Pierpont Langley, que buscaba fama y riqueza, fracasó.
- 🔄 La ley de la difusión de la innovación muestra que para lograr el éxito masivo, se necesita convencer al 15-18% del mercado, especialmente a los innovadores y los primeros adoptantes.
- 🗣️ Martin Luther King inspiró a millones no solo por lo que decía, sino porque comunicaba su creencia fundamental y otros se unieron porque compartían esa creencia.
- 👥 Las personas siguen a quienes inspiran, no porque tengan que hacerlo, sino porque quieren hacerlo, y esto crea un sentido de lealtad y propósito compartido.
Q & A
¿Cuál es el tema central del discurso en el video?
-El tema central del discurso es explicar por qué algunas organizaciones y líderes son capaces de inspirar y lograr un éxito duradero, mientras que otros no lo hacen. El concepto clave es el 'Círculo Dorado', que destaca la importancia de empezar por el 'por qué' en lugar de solo enfocarse en 'qué' y 'cómo'.
¿Qué es el 'Círculo Dorado' y qué representa cada una de sus partes?
-El 'Círculo Dorado' es un modelo que explica cómo piensan, actúan y se comunican los líderes y organizaciones inspiradores. Tiene tres partes: 'Qué' (lo que hacen), 'Cómo' (el proceso o diferenciación) y 'Por qué' (la razón o creencia fundamental). La clave del éxito es comenzar desde el 'por qué'.
¿Por qué se considera que Apple es un ejemplo exitoso de este enfoque?
-Apple es un ejemplo exitoso porque no solo se enfoca en decir qué hace (crear computadoras), sino en comunicar por qué lo hace: desafiar el status quo y pensar de manera diferente. Esto conecta con los consumidores a un nivel emocional y los motiva a comprar sus productos.
¿Cómo se diferencia la comunicación tradicional de la inspiradora según el modelo del 'Círculo Dorado'?
-La comunicación tradicional empieza desde el exterior (lo más claro) y se mueve hacia el interior (lo más abstracto): comienza explicando 'qué' hacen, luego 'cómo' lo hacen. La comunicación inspiradora, en cambio, empieza desde el interior: primero el 'por qué' (creencias), luego el 'cómo' y finalmente el 'qué'.
¿Cuál es la importancia del 'por qué' en las decisiones de compra de los consumidores?
-El 'por qué' es crucial porque las personas no compran lo que haces, compran el motivo detrás de lo que haces. Al conectar emocionalmente con los valores y creencias de una empresa, los consumidores son más propensos a comprar sus productos y ser leales.
¿Cómo explica el discurso la diferencia entre el éxito de los hermanos Wright y Samuel Pierpont Langley en la carrera por el vuelo motorizado?
-Los hermanos Wright tuvieron éxito porque estaban impulsados por una creencia profunda de que el vuelo cambiaría el mundo, lo que motivó a su equipo a trabajar con dedicación y sacrificio. En contraste, Langley buscaba fama y riqueza, y cuando los Wright volaron primero, abandonó porque su motivación era superficial.
¿Qué es la 'ley de la difusión de la innovación' y cómo se relaciona con el éxito de un producto o idea?
-La 'ley de la difusión de la innovación' describe cómo los nuevos productos o ideas son adoptados por diferentes segmentos de la población. Los innovadores y primeros adoptadores (un 15-18%) deben aceptar una idea antes de que el resto de la mayoría la adopte. Este concepto es clave para alcanzar un éxito masivo en el mercado.
¿Por qué los ejemplos de TiVo y Dr. Martin Luther King se utilizan para ilustrar la importancia del 'por qué'?
-TiVo, a pesar de tener la mejor tecnología, fracasó porque se enfocó en comunicar 'qué' hacía su producto, no 'por qué' lo hacía. En cambio, Martin Luther King tuvo éxito porque habló de sus creencias y motivó a otros que compartían esas creencias, creando un movimiento inspirador que fue mucho más allá de él.
¿Cómo se relaciona la biología del cerebro con la teoría del 'Círculo Dorado'?
-El 'Círculo Dorado' se relaciona con la biología del cerebro, donde la neocorteza está asociada con el 'qué' (pensamiento racional y lenguaje) y el cerebro límbico con el 'por qué' (emociones, toma de decisiones, y comportamiento, pero sin capacidad para el lenguaje). Comunicarse desde el 'por qué' activa el cerebro límbico y genera decisiones emocionales profundas.
¿Cuál es el mensaje final del discurso en cuanto al liderazgo y la inspiración?
-El mensaje final es que los verdaderos líderes no solo ocupan posiciones de poder, sino que inspiran a otros. Las personas siguen a quienes lideran no por obligación, sino porque comparten sus creencias. Los líderes que comienzan con el 'por qué' son los que pueden inspirar y atraer a aquellos que creen lo mismo.
Outlines
💡 Innovación de Apple y el patrón del éxito
Este párrafo explora cómo Apple sigue siendo más innovadora que sus competidores a pesar de tener los mismos recursos. Se pregunta por qué Apple, Martin Luther King y los Hermanos Wright lograron éxitos extraordinarios cuando otros con mejores calificaciones no lo hicieron. La clave está en un patrón común que siguen las personas y organizaciones inspiradoras: piensan, actúan y comunican de manera opuesta a la mayoría, lo que Simon Sinek denomina el 'Círculo Dorado'. Este patrón explica por qué algunas organizaciones inspiran mientras otras no.
📱 Diferencia entre Apple y sus competidores
El párrafo destaca que la gente no compra lo que haces, sino por qué lo haces. Se usa el ejemplo de Apple y cómo comunican su propósito de desafiar el status quo a través de sus productos simples y bellamente diseñados. Esto contrasta con empresas como Dell o Gateway, que fallaron en la venta de productos similares a los de Apple porque solo comunicaban lo que hacían, sin transmitir un propósito inspirador. La clave está en hacer negocios con quienes creen en lo mismo que tú.
🧠 Biología detrás de la toma de decisiones
Aquí se explica cómo el cerebro humano está estructurado en tres partes principales que se corresponden con el 'Círculo Dorado': el neocórtex (qué), responsable del pensamiento analítico y el lenguaje, y el cerebro límbico (cómo y por qué), que controla los sentimientos y la toma de decisiones pero no tiene capacidad para el lenguaje. Al comunicar desde adentro hacia afuera (por qué), se logra una conexión emocional que impulsa el comportamiento, mientras que comunicar desde afuera hacia adentro (qué) solo proporciona datos que no generan acción.
✈️ El fracaso de Langley y el éxito de los Hermanos Wright
Este párrafo compara a Samuel Langley con los Hermanos Wright en la carrera por el vuelo motorizado. Aunque Langley tenía más recursos y apoyo, fracasó porque su motivación era la fama y el dinero. En cambio, los Wright estaban impulsados por una creencia en cambiar el mundo. La gente que trabajaba con ellos lo hacía por convicción, no por dinero. Esta diferencia de enfoque muestra cómo el 'por qué' inspira compromiso genuino, mientras que el enfoque en el 'qué' lleva al fracaso.
👥 Ley de la difusión de innovaciones y liderazgo inspirador
Se presenta la Ley de la Difusión de Innovaciones, que establece que solo cuando se alcanza entre un 15% y un 18% de penetración en el mercado, una idea se vuelve aceptada masivamente. Los innovadores y adoptadores tempranos son quienes toman decisiones basadas en creencias, no solo en hechos. El párrafo concluye con ejemplos de éxito y fracaso en este contexto, incluyendo cómo Martin Luther King inspiró a miles al compartir su creencia en una sociedad justa, no solo su plan.
Mindmap
Keywords
💡Círculo Dorado
💡Innovación
💡Por qué
💡Líderes inspiradores
💡Comunicación de adentro hacia afuera
💡Cerebro límbico
💡Creencia
💡Ley de difusión de la innovación
💡Comportamiento humano
💡Fidelidad
Highlights
Apple is consistently more innovative than its competitors, despite having access to the same resources.
Martin Luther King led the Civil Rights Movement not because he was the only one affected, but because of his ability to inspire.
The Wright brothers succeeded in powered flight while better-funded and more educated teams failed.
All great leaders and organizations think, act, and communicate from the inside out, starting with 'why'.
Most people and organizations know 'what' they do and 'how' they do it, but very few know 'why' they do it.
'Why' represents purpose, cause, or belief – not profit or results.
Apple communicates by starting with 'why' – challenging the status quo and thinking differently.
People don’t buy what you do; they buy why you do it.
The brain's decision-making process aligns with the 'Golden Circle' model, where decisions are driven by the limbic brain, responsible for emotions and behavior.
Samuel Pierpont Langley, despite being well-funded and connected, failed in his pursuit of powered flight due to lacking a cause-driven purpose.
The Wright brothers succeeded because they were driven by a belief in changing the world through flight.
Employees who believe in your 'why' will work for you with passion, while those hired only for the job will work for the paycheck.
The Law of Diffusion of Innovation explains that innovators and early adopters are the key to spreading new ideas.
Mass market success is achieved when an idea reaches between 15-18% market penetration, tipping the system.
Dr. King's success in mobilizing 250,000 people was driven by a shared belief in a just world, not just his own leadership.
Transcripts
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how do you explain when things don't go
as we assume or better how do you
explain when others are able to achieve
things that seem to defy all of the
assumptions for example why is Apple so
Innovative year after year after year
after year they're more Innovative than
all their competition and yet they're
just a computer company they're just
like everyone else they have the same
access to the same Talent the same
agencies the same Consultants the same
media then why is it that they seem to
have something
different why is it that Martin Luther
King led the Civil Rights Movement he
wasn't the only man who suffered in a
preil rights America and he certainly
wasn't the only great oror of the day
why him and why is it that the W
brothers were able to figure out control
powered man flight when there were
certainly other teams who were better
qualified better
funded and they didn't achieve powered
man flight and the right Brothers beat
them to it there's something else at
play
here about 3 and a half years ago I made
a discovery and this discovery
profoundly changed my view on how I
thought the world worked and it even
profoundly changed the way in which I
operate in
it as it turns out there's a pattern as
it turns out all the great and inspiring
leaders and organizations in the world
whether it's apple or Martin Luther King
or the R Brothers they all think act and
communicate the exact same way and it's
the complete opposite to everyone else
all I did was codify it and it's
probably the world's simp
idea I call it the Golden
Circle why how what this little idea
explains why some organizations and some
leaders are able to inspire where others
aren't let me Define the terms really
quickly every single person every single
organization on the planet knows what
they do
100% some know how they do it whether
you call it your differentiating value
proposition or your proprietary process
or your USP but very very few people or
organizations know why they do what they
do and by why I don't mean to make a
profit that's a result it's always a
result by why I mean 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 and why should anyone care well
as a result the way we think the way we
act the way we communicate is from the
outside in it's obvious we go from the
clearest thing to the fuzziest thing but
the inspired leaders and the inspired or
inspired organizations regardless of
their size regardless of their industry
all think act and communicate from the
inside
out let me give you an example I use
apple because they're easy to understand
and everybody gets it if Apple were like
everyone else a marketing message from
them might sound like this we make great
computers they're beautifully designed
simple to use and user friendly want to
buy
one n and that's how most of us
communicate that's how most marketing is
done that's how most sales is done and
that's how most of us communicate
interpersonally we say what we do we say
how we're different or how we better and
we expect some sort of behavior a
purchase a vote something like that
here's our new law firm uh we have the
best lawyers with the biggest clients we
have you know we always perform for our
clients do business with us here's our
new car it gets great gas mile it has
you know leather seats by our car but
it's uninspiring here's how Apple
actually
communicates 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 totally different right you're ready
to to buy a computer from me all I did
was reverse the order of the information
what it proves to us is that people
don't buy what you do people buy why you
do it people don't buy what you do they
buy why you do it this explains why
every single person in this room is
perfectly comfortable buying a computer
from Apple but we're also perfectly
comfortable buying an MP3 player from
Apple or a phone from Apple or a DVR
from Apple but as I said before Apple's
just a computer company there's nothing
that distinguishes them structurally
from any of their compe
their competitors are all equally
qualified to make all of these products
in fact they tried a few years ago
Gateway came out with flat screen TVs
they're eminently qualified to make flat
screen TVs they've been making flat
screen monitors for years nobody bought
one and
Dell Dell came out with MP3 players and
pdas and they make great quality
products and they can make perfectly
well-designed products and nobody bought
one
in fact talking about it now we can't
even imagine buying an MP3 player from
Dell why would you buy an MP3 player
from a computer company but we do it
every day people don't buy what you do
they buy why you do it the goal is not
to do business with anybody with
everybody who needs what you have the
goal is to do business with people who
believe what you
believe here's the best part none of
what I'm telling you is my opinion it's
all grounded in the tenants of biology
not psychology bi biology if you look at
a cross-section of the human brain
looking from the top down what you see
is the human brain is actually broken
into three major components that
correlate perfectly with the Golden
Circle our newest brain our Homo Sapien
brain our
neocortex corresponds with the what
level the neocortex is responsible for
all of our rational and analytical
thought and language the middle two
sections make up our lyic brains and our
lyic brains are responsible for all of
our feelings like trust and loyalty it's
also responsible for all human behavior
all decision-making and it has no
capacity for language in other words
when we communicate from the outside in
yes people can understand vast amounts
of complicated information like features
and benefits and facts and figures it
just doesn't drive behavior when we
communicate from the inside out we're
talking directly to the part of the
brain that controls behavior and then we
allow people to rationalize it with the
tangible things we say and do this is
where gut decisions come from you know
sometimes you can give somebody all the
facts and your figures and you say I
know what all the facts and detail say
but it just doesn't feel right why would
we use that verb it doesn't feel right
because the part of the brain that
controls decision- making doesn't
control language and the best we can
muster up is I don't know it just
doesn't feel right or sometimes you say
you're leading with your heart or you're
leading with your soul well I hate to
break it to you there aren't other body
parts controlling your behavior it's all
Happening Here in your lyic brain the
part of the brain that controls
decision- making and not language but if
you don't know why you do what you do
and people respond to why you do what
you do then how will anybody how will
you ever get people to to to to vote for
you or buy something from you or more
importantly be loyal and want to be a
part of what it is what that you do
again the goal is not just is to sell
people who need what you have the goal
is to sell to people who believe what
you believe the goal is not just to hire
people who need a job it's to hire
people who believe what you believe I
always say that you know there's uh if
you if you if you um hire people just
because they can do a job they'll work
for your money but if you hire people
who believe what you believe they work
for you with blood and sweat and tears
and nowhere nowhere else is there a
better example of this than with the R
Brothers most people don't know about
Samuel Pont Langley and back in the
early 20th century the pursuit of
powered man flight was like the do come
of the day everybody was trying it and
Samuel Pont Langley had what we assume
to be the recipe for success I mean even
now you ask people why did your product
or why did your company fail and people
always give you the per same permutation
of the same three things under
capitalized the wrong people bad market
conditions it's always the same three
things so let's explore that Samuel Pont
Langley was given $50,000 by the war
department to figure out this flying
machine money was no problem he held a
seat at Harvard and worked at the
Smithsonian and was extremely well
connected he knew all the big mines of
the day he hired the best mines money
could find and the market conditions
were fantastic the New York Times
followed him around everywhere and
everyone was rooting for Langley then
how come we've never heard of Samuel
Pont Langley a few hundred miles away in
Dayton
Ohio oral and Wilbur Wright they had
none of what we consider to be the
recipe for Success they had no money
they paid for their dream with the
proceeds from their bicycle shop not a
single person on the R Brothers team had
a college education not even Orville or
Wilbur and the New York Times followed
them around
nowhere the difference was Orville and
Wilbur were driven by a cause by a
Purpose By A belief they believed that
if they could figure out this flying
machine it'll change the course of the
world Samuel Pont Langley was different
he wanted to be rich and he wanted
famous he was in pursuit of the result
he was in pursuit of the riches and lo
and behold look what happened the people
who
believed in the wri brother's dream
worked with them with blood and sweat
and tears the others just worked for the
paycheck and they tell stories of how
every time the W Brothers went out they
would have to take five sets of Parts
because that's how many times they would
crash before they came in for
supper and eventually on December 17th
1903 the R Brothers took flight
and no one was there to even experience
it we found out about it a few days
later and further proof that Langley was
motivated by the wrong thing the day the
right Brothers took flight he quit he
could have said that's an amazing
Discovery guys now will improve upon
your technology but he didn't he wasn't
first he didn't get rich he didn't get
famous so he quit people don't buy what
you do they buy why you do it and if you
talk about what you believe you will
attract those who believe what you
believe well why is it important to
attract those who believe what you
believe something called the law of
diffusion of innovation and if you don't
know the law you definitely know the
terminology the first 2 and a half% of
our population are our innovators the
next 13 and a half% of our population
are our early
adopters the next 34% are your early
majority your late majority and your
laggards the only reason these people by
touchone phones is cuz you can't buy
rotary phones
[Music]
anymore we all sit at various places at
various times on the scale but what the
law of diffusion of innovation tells us
is that if you want Mass Market success
or mass Market acceptance of an idea you
cannot have it until you achieve this
Tipping Point between 15 and 18% Market
penetration and then the system tips and
I love asking businesses what's your
conversion on new business and they love
to tell you oh it's about about 10%
proudly well you can trip over 10% of
the customers we all have about 10% who
just get it that's how we describe them
right that's like that gut feeling oh
they just get it the problem is how do
you find the ones that just get it
before you're doing business with them
versus the ones who don't get it so it's
this here this little Gap that you have
to close as Jeffrey Moore calls it
crossing the chasm because you see the
early majority will not try something
until someone else has tried it first
and these guys the innovators and the
early adopters they're comfortable
making those gut decisions they're more
comfortable making those intuitive
decisions that are driven by what they
believe about the
world and not just what product is
available these are the people who stood
online for 6 hours to buy an iPhone when
they first came out when you could have
just walked into the store the next week
and bought one off the shelf these are
the people who spent $40,000 on flat
screen TVs when they first came out even
though the technology was
substandard and by the way they didn't
do it because the technology was so
great they did it for themselves it's
because they wanted to be first people
don't buy what you do they buy why you
do it and what you do simply proves what
you
believe in fact people will do the
things that prove what they believe the
reason that person bought the iPhone on
the first in the first 6 hours or stood
in in line for six hours was because
what they believed about the world and
how they wanted everybody to see them
they were first people don't buy what
you do they bu why you do it so let me
give you a famous example a famous
failure and a famous success of the law
of diffusion of innovation first the
famous failure it's a commercial example
as we said before a second ago the
recipe for success is money and the
right people and the right markting
conditions right you should have success
then look at too from the time too came
out about eight or nine years ago to
this current day they are the single
highest quality product on the market
hands down the is no
dispute they were extremely well funded
market conditions were fantastic I mean
we use too as a verb I to stuff on my
piece of junk time wen't a DVR all the
time but too's a commercial failure
they've never made money and when they
went IPO their stock was at about $30 or
$40 and then plummeted and it's never
traded above 10 in fact I don't think
it's even traded above six except for a
couple of little spikes because you see
when too launched their they told us all
what they had they said we have a
product that pauses live TV skips
commercials rewinds live TV and
memorizes your viewing habits without
you even
asking and the cynical majority said we
don't believe you we don't need it we
don't like it you're scaring
us what if they had said if you're the
kind of person who likes to have total
control over every aspect of your life
boy do we have a product for you it
pauses live TV skips commercials
memorizes your viewing habits etc
etc people don't buy what you do they
buy why you do it and what you do simply
serves as the proof of what you believe
now let me give you a successful example
of the law of diffusion of
innovation in the summer of
1963
250,000 people showed up on the mall in
Washington to hear King
speak they sent out no
invitations and there was no website to
check the date how do you do that well
Dr King wasn't the only man in America
who is the who was a great orator he
wasn't the only man in America who
suffered in a pre- civil rights America
in fact some of his ideas were bad but
he had a gift he didn't go around
telling people what needed to change in
America he know he went around and told
people what he believed I believe I
believe believe I believe he told people
and people who believed what he believed
took his cause and they made it their
own and they told people and some of
those people uh created structures to
get the word out to even more people and
lo and behold
250,000 people showed up on the right
day on the right time to hear him speak
how many of them showed up for
him
zero they showed up for themselves it's
what what they believed about America
that got them to travel on a bus for 8
hours to stand in the sun in Washington
for in the middle of August it's what
they believed and it wasn't about black
versus white 25% of the audience was
white Dr King believed that there were
two types of laws in this world those
that are made by a higher authority
authority and those that are made by man
and not until all the laws that are made
by man are consistent with the laws that
are made by the higher authority will we
live in a just World it just so happens
that the Civil Rights Movement was the
perfect thing to help him bring his
cause to life we followed not him not
for him but for ourselves and by the way
he gave the I Have a Dream speech not
the I have a plan
[Music]
speech listen to politicians now with
their comprehensive 12-point plans
they're not inspiring
anybody because there are leaders and
there are those who lead leaders hold a
position of power or authority but those
who lead
Inspire
us whether they're individuals or
organizations we follow those who lead
not because we have to but because we
want to we follow those who lead not for
them but for
ourselves and it's those who start with
why that have the
ability to inspire those around them or
find others who Inspire them thank you
very much
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