TED TALK: Simon Sinek tell us how great leaders inspire us

Summary

The video script discusses the concept of the 'Golden Circle', a framework that differentiates between leaders and organizations that inspire and those that don't. It emphasizes the importance of starting with 'why', the purpose or belief behind an organization's actions, rather than focusing on 'what' they do. Apple is used as a case study to illustrate how communicating the 'why' first can lead to greater success and innovation. The script also touches on the biological basis for this approach, relating it to the human brain's limbic system, which controls decision-making and emotions, suggesting that aligning with an organization's 'why' can lead to more meaningful connections and loyalty.

Takeaways

• 🤔 The concept of the 'Golden Circle' is introduced as a framework to understand why some leaders and organizations are more successful at inspiring others.
• 💡 Apple's consistent innovation is used as a case study to demonstrate the power of starting with 'why' rather than 'what'.
• 🗣️ Leaders and organizations that inspire others communicate from the inside out, beginning with their 'why', which is their purpose, cause, or belief.
• 🧠 The 'Golden Circle' aligns with the three parts of the human brain: the neocortex ('what'), the limbic brain ('why'), and the subconscious ('how').
• 💼 The 'why' of an organization is not about making a profit but about its purpose and the reason it exists.
• 🔄 The typical communication pattern is 'what-how-why', but inspiring leaders reverse this to 'why-what-how'.
• 🛒 People buy based on 'why', not 'what', which is why Apple can successfully sell a variety of products beyond computers.
• 🤝 The goal is to do business with, hire, and inspire people who share the same beliefs, not just those who need what you offer.
• 🧠 Our limbic brain, responsible for decision-making and emotions, is the part that responds to 'why', even though it doesn't control language.
• 📈 The 'Law of Diffusion of Innovation' suggests that mass-market success requires reaching a tipping point of 15-18% market penetration.
• 🚀 Innovators and early adopters are driven by their beliefs and are more likely to be attracted to organizations that communicate their 'why'.

Q & A

What is the Golden Circle?

The Golden Circle is a concept introduced in the script that explains why some leaders and organizations are able to inspire others. It's a model that suggests successful organizations communicate from the inside out, starting with 'why' they do what they do, then 'how' they do it, and finally 'what' they do.

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

Knowing the 'why' is crucial because it's the purpose, cause, or belief that drives an organization. It's what differentiates them from competitors and inspires loyalty and action in consumers, employees, and investors.

How does the Golden Circle relate to the human brain?

The Golden Circle correlates with the three major components of the human brain. The 'what' level corresponds with the neocortex, which handles rational and analytical thinking. The 'why' level corresponds with the limbic brain, which controls feelings, trust, loyalty, and all decision-making, but lacks language capabilities.

What is the significance of communicating from the inside out?

Communicating from the inside out, starting with the 'why', allows organizations to speak directly to the part of the brain that controls behavior, which can lead to more impactful and inspiring communication.

Why do people buy from Apple according to the script?

People buy from Apple not because of what they do (make computers), but because of why they do it (challenging the status quo and thinking differently). This resonates with consumers on a deeper level, inspiring them to buy Apple products.

What is the difference between leaders and those who lead?

Leaders hold a position of power or authority, whereas those who lead inspire others. We follow those who lead because we want to, not because we have to, and it's those who start with 'why' that have the ability to inspire.

How does the law of diffusion of innovation relate to the 'why'?

The law of diffusion of innovation suggests that mass-market acceptance of an idea requires reaching a tipping point of market penetration. Those who understand the 'why' behind an organization or product are more likely to be early adopters, helping to reach this tipping point.

Why is it difficult for the early majority to adopt new ideas or products?

The early majority will not try something until someone else has tried it first. They are not as comfortable making gut decisions based on beliefs, unlike innovators and early adopters who are driven by their beliefs about the world.

What does the term 'clock crossing the chasm' refer to?

'Clock crossing the chasm' refers to the challenge of transitioning from early adopters to the early majority in the adoption of new products or ideas, as the early majority requires more social proof before adoption.

How does the concept of the Golden Circle apply to hiring practices?

The Golden Circle suggests that hiring people who believe in the company's 'why' will lead to greater loyalty and commitment compared to hiring based solely on job skills or qualifications.