Simon Sinek: Cómo los grandes líderes inspiran la acción (subtitulos español)
Summary
TLDREl guion destaca la importancia de entender el 'porqué' detrás de las acciones y organizaciones exitosas como Apple, Martin Luther King y los hermanos Wright. Expone el concepto del 'Círculo Dorado', que desafía la forma tradicional de pensar y comunica: 'por qué', 'cómo' y 'qué'. La teoría se apoya en la biología humana, demostrando que la comunicación desde el interior hacia afuera, conectando con la creencia y propósito, es la clave para inspirar y motivar a las personas, lo que a su vez atrae a aquellos que comparten la misma visión.
Takeaways
- 🤔 La innovación y el éxito no se deben solo a recursos o habilidades técnicas, sino a una motivación profunda y un propósito claro.
- 🍎 Apple se destaca por su innovación porque su mensaje comienza con su 'porqué', no solo con lo que hacen o cómo lo hacen.
- 🔄 El Golden Circle es un modelo que explica cómo los líderes y organizaciones inspiradoras piensan, actúan y comunican de manera opuesta a la mayoría.
- 👥 La mayoría de las personas y organizaciones comunican de afuera hacia adentro, comenzando con lo que hacen y terminando con el porqué, lo cual es menos efectivo para inspirar.
- 🏆 Los líderes inspiradores, como Martin Luther King y los Hermanos Wright, tienen un propósito claro que les da un ventaje competitiva y motiva a otros a unirse a su causa.
- 🧠 La estructura del cerebro humano, dividida en neocórtex, límbico y brainstem, se correlaciona con el Golden Circle, donde el límbico es el centro de la conducta y las decisiones.
- 💡 La comunicación desde el 'porqué' habla directamente al cerebro límbico, lo que puede llevar a decisiones basadas en la intuición y las creencias personales.
- 🛠 La ley de difusión de la innovación muestra que para lograr el éxito masivo, es necesario alcanzar un punto de inflexión en la adopción de la idea o producto.
- 🛒 Las personas compran no por lo que hacen las empresas, sino por el porqué de lo que hacen, lo cual es una afirmación de sus propias creencias y valores.
- 🤝 Al atraer a personas que comparten los mismos valores, se fomenta una lealtad más profunda y un compromiso con la visión y misión de la organización.
- 🚀 La historia de los Hermanos Wright y Samuel Langley ilustra cómo un propósito y una creencia en una causa pueden superar las desventajas en recursos y conocimientos técnicos.
- 🌐 La comunicación efectiva y el liderazgo inspirador no se basan en la posición de poder, sino en la habilidad de motivar y conectar con las creencias y deseos de las personas.
Q & A
¿Qué descubrimiento hizo el orador hace 3 y medio años que cambió su perspectiva sobre cómo funciona el mundo?
-El descubrimiento fue que todos los líderes e organizaciones inspiradoras del mundo, como Apple, Martin Luther King o los Hermanos Wright, piensan, actúan y se comunican exactamente de la misma manera, que es completamente opuesta a la de todos los demás.
¿Qué es el 'Golden Circle' y qué explica?
-El 'Golden Circle' es una idea que el orador llamó 'la idea más simple del mundo', que explica por qué algunas organizaciones y líderes logran inspirar mientras que otras no. Se compone de tres partes: 'Why', 'How' y 'What', y muestra que los que son inspiradores comienzan por el 'Why', el propósito o la causa, a diferencia de la mayoría que comienzan por el 'What', lo que hacen.
¿Por qué según el orador, las personas compran más por 'por qué' hacen algo que por lo que hacen?
-Las personas compran por 'por qué' hacen algo porque esto se relaciona con su propósito, causa o creencia. Esto se conecta con la parte del cerebro que controla el comportamiento y permite que las personas racionalicen sus decisiones con los detalles tangibles de lo que se ofrece.
¿Cómo describe el orador la forma en que Apple comunica su mensaje de marketing en contraste con cómo lo hacen otros?
-Apple comunica su mensaje de marketing comenzando por su 'Why', es decir, sus creencias y valores, y luego muestra cómo sus productos reflejan esos valores. Mientras que otros comienzan por el 'What', enumerando características y beneficios, lo que no es tan inspirador.
¿Qué ejemplo da el orador para ilustrar cómo la mayoría de las personas y organizaciones se comunican y por qué eso no es inspirador?
-El orador da el ejemplo de una firma de abogados y un automóvil que se promueven enfocándose en lo que ofrecen y cómo son diferentes, lo cual no es inspirador. Esto se debe a que se enfocan en el 'What' y no en el 'Why'.
¿Qué es la ley de difusión de la innovación y cómo se relaciona con la importancia de atraer a aquellos que comparten nuestras creencias?
-La ley de difusión de la innovación describe cómo nuevas ideas son adoptadas por diferentes grupos de la población. Atraer a aquellos que comparten nuestras creencias es importante para alcanzar el punto de inflexión necesario para el éxito masivo, ya que estas personas son los innovadores y los primeros en adoptar una idea.
¿Por qué el orador afirma que los Hermanos Wright tuvieron éxito en el vuelo controlado, a pesar de no tener los recursos que otros?
-Los Hermanos Wright tuvieron éxito porque estaban motivados por una causa, propósito y creencia en cambiar el mundo con el vuelo controlado. Esto les permitió atraer a personas que compartían su visión y trabajar con ellos con pasión, a diferencia de otros que solo buscaban el éxito material.
¿Qué ejemplo da el orador de una empresa que tenía todos los ingredientes para el éxito pero falló?
-El orador menciona a Tivo, una empresa que tenía un producto de alta calidad, fondos y condiciones de mercado favorables, pero que no tuvo éxito comercial. El problema fue que Tivo se centró en lo que ofrecía el producto en lugar de por qué existía.
¿Cómo el orador describe la diferencia entre líderes y aquellos que lideran?
-Los líderes son aquellos que ocupan una posición de poder o autoridad, mientras que aquellos que lideran son aquellos que inspiran a otros a seguirlos no por necesidad, sino por voluntad propia, movidos por creencias y valores compartidos.
¿Qué importancia tiene el 'Why' en la comunicación y por qué es más eficaz que el 'What'?
-El 'Why' es más eficaz en la comunicación porque se conecta con la parte emocional del cerebro, lo que puede influir más en el comportamiento y las decisiones de las personas. El 'What', aunque informativo, no tiene el mismo impacto emocional y motivador.
¿Cómo el orador usa el ejemplo de Dr. King para demostrar cómo la comunicación del 'Why' puede movilizar a las masas?
-El orador muestra cómo Dr. King comunicó sus creencias y convicciones, en lugar de una lista de problemas o planes, lo que motivó a las personas a unirse a su causa y asistir a su discurso, movilizándose por sus propias creencias y no solo por el discurso de Dr. King.
Outlines
🤔 El misterio de la inspiración
El primer párrafo presenta la idea central del Golden Circle, una teoría que explica por qué algunas organizaciones y líderes logran inspirar mientras que otras no. Se cuestiona por qué algunas empresas, como Apple, son más innovadoras que sus competidores, y por qué figuras históricas como Martin Luther King o los hermanos Wright tuvieron éxito en sus respectivas luchas. La respuesta es que hay un patrón en cómo piensan, actúan y se comunican, que es el opuesto al de la mayoría. Este patrón se basa en tres conceptos: 'qué', 'cómo' y 'por qué', siendo el último el más importante y el que define la causa y la razón de existir de una organización o individuo.
💡 La importancia de entender el 'por qué'
El segundo párrafo profundiza en la idea de que muy pocas organizaciones o personas conocen su verdadero 'por qué', es decir, su propósito o creencia fundamental. Se argumenta que la mayoría de las comunicaciones y ventas se centran en 'qué' hacen, en lugar de 'por qué' lo hacen, y que esto resulta en una falta de inspiración. Se utiliza el ejemplo de Apple, que comunica su 'por qué' primero, seguido de 'cómo', y finalmente 'qué', lo que hace que su mensaje sea más atractivo y efectivo. El párrafo enfatiza que las personas compran más por el 'por qué' que por el 'qué' de una organización.
🧠 Cómo la biología humana influye en la inspiración
El tercer párrafo conecta la teoría del Golden Circle con la biología humana, explicando que el cerebro está dividido en áreas que corresponden con los niveles del Golden Circle: el 'qué' se relaciona con el neocórtex, mientras que el 'por qué' se vincula con las emociones y la conducta, controladas por el cerebro límbico. Se argumenta que comunicar desde el 'por qué' habla directamente al cerebro límbico, lo que motiva la conducta y permite que las personas racionalicen sus decisiones con los detalles tangibles. El párrafo también utiliza la historia de Samuel Pont Langley y los hermanos Wright para ilustrar cómo el 'por qué' puede ser más importante que el dinero, las conexiones o las condiciones del mercado.
🛍️ La ley de difusión de la innovación y su relación con el 'por qué'
El cuarto párrafo habla sobre la ley de difusión de la innovación y cómo las personas que creen en una causa o idea son las que la llevan al éxito en el mercado. Se discute cómo los innovadores y los primeros adoptadores toman decisiones basadas en sus creencias y no solo en los productos disponibles. Se utiliza el ejemplo de la iPhone y el discurso de Dr. King para demostrar cómo aquellos que comparten una visión común se unen y apoyan una idea o producto. El párrafo enfatiza que el éxito no se logra solo con dinero o productos de alta calidad, sino con la capacidad de inspirar y atraer a aquellos que comparten el mismo 'por qué'.
Mindmap
Keywords
💡Innovación
💡Golden Circle
💡Propósito
💡Causa
💡Comportamiento
💡Difusión de Innovación
💡Liderazgo
💡Conversión
💡Believe
💡Comportamiento Racional
💡Cerebro Límbico
Highlights
The Golden Circle concept is introduced, explaining why some organizations and leaders inspire others.
Apple's innovative success is attributed to their 'why' rather than their 'what' or 'how'.
Martin Luther King's leadership in the Civil Rights Movement is highlighted as an example of inspiring leadership.
The Wright Brothers' success in powered man flight is contrasted with other teams' failures, emphasizing the importance of belief and purpose.
The importance of knowing 'why' an organization exists beyond just making a profit is discussed.
The Golden Circle's structure is explained, with 'why' at the center, followed by 'how', and 'what' on the outside.
Apple's marketing approach is contrasted with a hypothetical conventional approach to illustrate the power of starting with 'why'.
The idea that people buy 'why' rather than 'what' is presented as a key to understanding consumer behavior.
The role of the human brain's structure in decision-making and the Golden Circle's correlation with it is explored.
The neocortex's function in rational thought and the limbic brain's role in feelings and behavior are explained.
The importance of aligning communication with the brain's decision-making center is emphasized for inspiring action.
The story of Samuel Pont Langley is used to illustrate the failure of pursuing success for the wrong reasons.
The Wright Brothers' success is attributed to their shared belief and purpose, not just their technical abilities.
The Law of Diffusion of Innovation is introduced to explain the adoption curve of new ideas.
The challenge of bridging the gap between early adopters and the early majority in idea adoption is discussed.
The importance of attracting like-minded individuals who believe in the same cause is highlighted.
The difference between leaders who hold a position of power and those who inspire is explained.
The conclusion emphasizes the power of starting with 'why' to inspire and lead effectively.
Transcripts
[Music]
[Music]
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 orator of the day
why him and why is it that the wri
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 mileage 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 in 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 those 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.com 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 and how
come we've never heard of Samuel P 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 believ 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 to be
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 R Brothers 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 right 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 bu
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 did 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 by 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 marketing
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 too stuff on my
piece of junk time or a DVR all the
time but too's 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
byy 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 Dr 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 was the who was a great orator he
wasn't the only man 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 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 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
[Music]
[Music]
sharing that's video on the human
Network cisa welcome to the human
Network
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