As Simon writes, the discipline of HOW can be more difficult than the WHY: “Ironically, the most important question with the most elusive answer — WHY do you do what you do? Learn More. It’s why every single iPhone release is an industry phenomenon. What is it that separates them from the rest? Talking points would likely include budget considerations, experience levels, ease of access and experience. In summary, we recommend Start with Why to everyone because Sinek’s revolutionary philosophies on leadership can easily be used in any professional and personal situation that calls for inspiration and influence. Companies with a clear sense of WHY tend to ignore their competition, whereas those with a fuzzy sense of WHY are obsessed with what others are doing.”. These are all expressions of WHAT. “Why” is the reason to buy and the “Whats” merely represent the tangible products as a proof of that belief. Simon Sinek is a marketing expert, author, and motivation speaker born in England on October 8 th, 1973. As Simon writes: “If people don’t buy WHAT you do but WHY you do it, then all these things must be consistent. We can’t bring about transformative change on our own. The WHAT is the tangible proof that people see, and the WHAT needs to be reinforced over and over again to build trust. And you are forced to differentiate yourself with features, or worse, with price. It’s why customers are willing to pay premium prices, even when cheaper Android alternatives exist. From another perspective, the book reminds that we ought to reconsider what gives meaning to our lives. It’s why customers camp out overnight and line up around the block for hours to get their hands on the newest iPhone. Cliff Notes: Start With Why – Simon Sinek – Leadership and Branding Book – Review and Synopsis Simon Sinek draws three circles, the innermost is why, followed by how, and what. 2 0 obj �e���~���ǽ��H�|����( Simon Sinek has a simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?" . As Simon writes: “A company, indeed any organization, must work actively to remind everyone WHY the company exists. They follow their passion and have a vision they can articulate. 1. The more Simon started to understand the difference between finite and infinite games, the more he began to see infinite games all around us. And you can say “no” to the many feature ideas that you hear for your customers, employees, and advisors that are inconsistent with your WHY. When companies talk about WHAT they do and how advanced their products are, they may have appeal, but they do not necessarily represent something to which we want to belong. You can only do those few, important things that are consistent with your purpose. Why Your Business Should Be More Environmentally Focused, According to a Recent Climate Change…. To communicate authentically, you need to keep WHY, HOW, and WHAT in harmony. Bob Iger, CEO of Disney, boils down their WHY to, “We’re in the business of telling stories.”, “You have to know WHY you do WHAT you do. We clearly need the help of others. How can you be so dense not to see that?” If you know your WHY, you can quickly and safely reject any HOW or WHAT suggestions that are inconsistent with the WHY. “We want to be around people and organizations who are like us and share our beliefs. Once you know and crisply articulate the WHY, you need the discipline to act in ways that support your purpose. If a company does not have a clear sense of WHY then it is impossible for the outside world to perceive anything more than WHAT the company does. In his book Start With Why, Simon Sinek explains why this approach works, and how every aspiring leader can incorporate it. The principle of “Start with Why” can have powerful benefits in everything we do. Simon provides a useful framework for his approach to leadership: the Golden Circle. The how and what are tied to the parts of our brain that deal with language. Then you are always caught in this struggle to differentiate yourself in the sea of WHAT. The next concentric circle is HOW. We create tangible things for those who believe what we believe to point to and say, "That's why I'm inspired." In the early 2000s, Apple started a campaign to communicate the WHY called “Think Different.”, Throughout its history, Apple has been a challenger, a disruptor, an innovator. <> stream A smartphone company? In order to create harmony between WHY, HOW, and WHAT, you need: You need to know your own WHY and be able to articulate that WHY in simple, clear terms. %PDF-1.5 Given this goal, Start With Why covers three aspects of WHY: 1) defining your WHY, 2) understanding how your WHY affects your company on all levels, and 3) making … These leaders and companies started movements. … People only see the tangible evidence (WHAT), and if that is inconsistent with what you say your WHY is, you appear inauthentic. If your WHY matches their WHY, they are willing to stand with you through thick and thin. The Infinite Game. The only way people will know what you believe is by the things you say and do, and if you’re not consistent in the things you say and do, no one will know what you believe. And when other companies come calling with solely extrinsic manipulations of better salary and title, these employees will think twice about exploring those other opportunities. Start with Why is based on a TED talk Sinek gave in 2009; the talk has since had more than 35 million views and is the third most watched TED talk of all time. Analysis of the Amazon Go Platform and Its Implications on Large Format Grocery Stores. As entrepreneurs, product managers, and leaders, we often depend on others for support. Millions and millions of consumers identify with the WHY. Communicate clearly and you shall be understood.” ― Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action. Inspirational Leadership. Human nature wants to fill the gap, and in the absence of real information, the human mind will either lose interest and motivation, or it will create a 'why' to fill that gap. Start With Why shows that the leaders who’ve had the greatest influence in the world all think, act, and communicate the same way — and it’s the opposite of what everyone else does. And when that happens, manipulations that rely on pushing price, features, service or quality become the primary currency of differentiation.”. Simon Sinek’s main motivation is to inspire leaders and organisations, to inspire others. They all need to work together in harmony. And the WHY is why anyone should care. they lead with why they do what they do; “their purpose”). Start With Why. How do you win a game that has no end? Most people start with WHAT because it’s the easiest thing to communicate. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. Learn More. It is critically important that WHAT you produce is consistent with WHY and HOW. Leaders Eat Last. Simon is a trained ethnographer and Start With Why draws upon real-life experiences … During last week’s challenge, I requested that you spend some time reflecting on your WHY statement. Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. In order to inspire, invert the order. To build trust with your followers and customers, you need authenticity. Find more similar words at wordhippo.com! Simon describes this well below: “Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe. Despite that, there are plenty of people who will tell you what to do, sometimes with a smug over-confidence. Sinek is also the author of Leaders Eat Last: Why Some Teams Pull Together and Others Don’t. If you’re building a new product, start with WHY. With consistency people will see and hear, without a shadow of a doubt, what you believe. 4 0 obj In a startup, this belief in the WHY — the purpose — will sustain the employees through the inevitable ups and downs. They can describe their products, their industry, and their competitors. Every leader and company knows the WHAT. Remember that “People don’t buy WHAT you do; they buy WHY you do it.” The most effective leaders always win the heart first, and then the mind. endobj The book’s themes include influence, the purpose of work, and authenticity. Very few leaders that motivate their followers and employees to stick with them through thick or thin. We say WHAT we do, we sometimes say HOW we do it, but we rarely say WHY we do WHAT we do.”, “When communicating from the inside out, however, the WHY is offered as the reason to buy and the WHATs serve as the tangible proof of that belief.”, A good example that Simon discusses is Apple. Some companies also know HOW they do WHAT they do — their unique differentiators, their value proposition, and their values. What does that mean in practice? ��" E�+O�� ����D<5o��� ����o��tL��y��i8i���tN~Lg��f�&����Y�i4i*e� �uU������o�|9P+� And yet we rarely take the time to express that clearly. PT Book Club: Start With WHY Simon Sinek said in his TED Talk, most people know “what” they do, some people know “how” they do it, but, few people can truly articulate a compelling “why” they do what they do. x��Zm��H�)��?�48n�_O#V�I�ٻݻUv�|����;�F������n� c �%�_����z���Oq{����>>w�����7�>I!S�|�F When we start with “Why”, we go from the inside out of the circle. When we leave the 'why' out of the discussion, we leave a gap in the minds of those that we spoke with, and that gap feeds curiosity. Regardless of size or industry, great leaders know the reasons that they do whatever they do. With the Apple computer, they did this with the computer industry in the ‘70s and ‘80s. As Simon mentions throughout his book: “People don’t buy WHAT you do; they buy WHY you do it.”. Remember, people don’t buy WHAT you do, they buy WHY you do it. Think of leaders like Martin Luther King Jr. Or companies like Apple, Southwest Airlines, or Harley Davidson. People can detect inconsistencies, and when they do, you are perceived as inauthentic and you erode trust. This is where HOW comes in. If they’re incredible far away from discussing the timeline, and they’re clearly not interested in discussing the timeline, don’t discuss the timeline. They start with WHY. If done properly, that's what marketing, branding and products and services become; a way for organizations to communicate to the outside world. It means that your HOW (actions) and WHAT (results) have to be consistent with your WHY (beliefs). Simon Sinek’s book Start With Why suggests that your customers actually buy why you do what you do, more than what you do. His book Start With Why expands on his popular TED Talk, “How great leaders inspire action.” Summary. 13 Reasons Why is no different. Sometimes they will also discuss HOW, but they rarely talk about WHY. WHAT includes your products and services, but also your “marketing, PR, culture and whom you hire.”. — Simon Sinek, Start with Why. The why is tied to the oldest parts of our brain, the part that deals with emotion. Find Your Why. And the only chance you have to win the heart if you start with WHY. “When most organizations or people think, act or communicate they do so from the outside in, from WHAT to WHY. 13 Reasons Why, Discussion Points The Downtown Mission’s Distress Centre is aware that many people including young people may be watching the Netflix series, 13 Reasons Why. “Companies that study their competitors in hopes of adding the features and benefits that will make their products “better” are only working to entrench the company in WHAT it does. About Simon Sinek . If you’re leading a team or an organization, start with WHY. Without a clear WHY, people default to the WHAT. With iTunes and the iPod, they did it again with the music industry in the early 2000s. 1 0 obj “Whats” are the reasons we can point to rationalize why we so much like a company over … The message is excellent, and it will get readers interested. Since the WHAT is the easiest to know and articulate, most leaders and companies start with WHAT. Start with Why: How Great Leaders Inspire Everyone to Take Action Start with Why (How Great Leaders Inspire Everyone to Take Action) is the title of Simon Sinek’s book, website and TED talk. It’s that these leaders, products, and companies start with WHY. In a sales discussion with a new customer, we can start with WHY to help customers self-select as to whether they believe in our cause. Thosewho leadinspire us.Whether individuals or organizations, we followthose who leadnot because we have to, butbecause we want to. If they do, they will buy into WHY we do it rather than WHAT we do, which can set the stage for them to become a loyal customer. Once again I want to remind you all that all of the things that we are talking about should be tailored to your client’s specific needs and interests. Man­agers need to remain up-to-date with employ­ee progress in terms of objec­tives and SMART goals. These inspired organizations appeal to us at a deeper level (also read Drive by Daniel Pink for more on internal motivation). He believes in a world where everyone is fulfilled by their work, that they know their ‘why’ and are constantly doing things that inspire them. When recruiting, if we “Start with Why,” we can help potential employees self-select as to whether they believe in our cause. I think that marketers will find the most value in his Golden Circle model, which helps give focus to how a business can stand out from similar competitors by communicating its differences. endobj If Apple only identified itself with the WHAT, you might rightly ask, “What the heck is Apple doing in all of these disparate industries?”, But Apple doesn’t start with WHAT. Learn More. Go from the inside-out in the Golden Circle. And it all starts with WHY. After all, we live in a tangible world. His examples include … As some of you know, I have a goal of reading 24 books this year. <>/ExtGState<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> And for good reason — they go from clearest thing to the fuzziest thing. The WHAT is everything you produce. HOWs are the actions and decisions you take to support the WHY. They are the true differentiators of your product or service. endobj “It’s so obvious — you should just do X. From one perspective, the book Start with Why is about marketing. Steve Jobs once said, “Innovation is saying no to 1,000 things.” If you start with WHY, you know your purpose. For Apple, it’s “Think different.” For Southwest Airlines, its to be the champion for the common man and to make air travel accessible to all. . One of the attendees working in B2B healthcare explained ho… As a result, they will be willing to pay a premium, put up with the occasional hiccup, and be resistant to the manipulations of our competitors. Together Is Better. Start with WHY, discuss the HOW, and end with WHAT. How Does a Cake Queen Navigate the Mainstreaming of Veganism? Start With Why shows that the leaders who’ve had the greatest influence in the world all think, act, and communicate the same way — and it’s the opposite of what everyone else does. Ask students to contribute ideas related to the discussion topic (no matter how bizarre or farfetched) and write all ideas on the board. Applying “Start with Why” The principle of “Start with Why” can have powerful benefits in everything we do. And more often than not, what your competitors are doing is likely to be inconsistent with your WHY. Average organizations and leaders, on the other hand, start with the “what” (i.e. Simon advocates that we should invert the order. Have you ever struggled to articulate your offering clearly, get people to buy into your vision, or determine the direction of your business? However much of the material is graphic and potentially triggering for vulnerable people. Learn More. Very few leaders that inspire loyalty, not just a single transaction. – We highly doubt that, but it sure provides a good starting point for future businesses. We can’t wait to read it next. Start with WHYSIMON SINEKThere are leaders and there are those who lead.Leadershold a position of power or influence. But few companies know or articulate their WHY — their purpose, their cause or their belief. The HOWs are the values and principles that guide your actions and decisions on a day-to-day basis. Or, to quote Simon Sinek himself: “Find Your Why” is a book “for all of the people who want to learn their WHY, who want their companies to start with WHY, who want to help others find their WHY . A consumer electronics company? Will Amazing India become Amazon’s India? In the early 1900s, several Americans wanted to be the first person to fly an airplane. Use a brainstorming activity. Learn More. They have incredibly loyal followers and customers. 10 Timeline Points to Discuss During the Initial Meeting | Transcription. Synonyms for point of discussion include hot topic, talking point, breaking news, controversial subject, headline, subject of debate, topic of conversation, trending topic, big fuss and big issue. ��~£H«{ğq����Y�cb~�guk�¸�x>���v��ތO�؈vO��P����W��җ��:��9H��U#��)�΢�-Y��D��[����L&`����-~���RT�ޮ��U�4M��2�zӲ��T:�Fd���}/[email protected]��#.E"�i. Is Apple a computer company? What it believes. <>>> When the company makes a major pivot, the employees will stand with them through thick and thin because they believe in the WHY. And finally, the outermost circle is WHAT. The book is also focused organization wise. For example, Sinek speaks about how inspiration is more effectual at driving human behavior than manipulating. 3 0 obj It is at the WHAT level that authenticity happens.”. Why believe what they believe. There are very few leaders, products, or companies that create movements. And with the iPhone, they did it again with the mobile phone industry in 2007. Each time, they stayed true to their WHY: “Think different.”. If you answered yes to any of these questions, this post is for you. If they do, they will buy into WHY we do WHAT we do. You need to be able to focus. The text has six parts. <> And, why anyone else should care or believe in the cause as well. But when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives.”. For example, a meeting to discuss the benefits of outsourcing graphic design versus hiring an in-house designer might include talking points that encourage attendees to look at the pros and cons of each approach. This week, I would like to elaborate on this concept by extracting some key points from author Simon Sinek’s books, Start With Why and Find Your Why.The intent of this post is to convince you to integrate this concept of the WHY as an essential principle for your life’s journey. You can also avoid the trap of focusing too much on your competitors and blindly copying whatever features they introduce. When pursuing anything new and innovative, there are so many unknowns. We can also use “Start with Why” as our compass for decision-making. Simon Sinek focusses on the fact that for a team to operate effectively everyone needs to be motivated and to feel that they belong. The Golden Circle of Why, How and What Essentially, Sinek believes our sense of purpose, whether personally or professionally, is the key to success. As Simon reminds us throughout the book: In the case of Apple, they’re buying the WHY of “Think Different.” Of challenging the status quo, of being an innovator. At the center of the Golden Circle is WHY. %���� The WHY is their reason for being. This last point is especially important for PMs and entrepreneurs. Starting with WHY gives your followers and customers a way to identify with you on a personal level. A WHY is your core belief. So, if you’re starting a company, start with WHY. With all these facts on the table, we believe that Start With Why fits all current and potential entrepreneurs who intend to take their fair share of the global market. With respect to the Golden Circle, they go outside-in. If the leader of the organization can’t clearly articulate WHY the organization exists in terms beyond its products or services, then how does he expect the employees to know WHY to come to work?”. Seems logical, yet many organizations start backwards and instead focus on the “what” without a clear sense of the “how” and definitely not the “why.” People buy why you do it. Start With Why – Summary Simon Sinek says that people and organizations who can inspire us gives us a sense of purpose or belonging that has little to do with external incentives and benefits. Television often brings societal issues to light that produces larger discussions and debate. WHY it was founded in the first place. Start with WHY (purpose), then HOW (values and actions and differentiators), and then WHAT (products and results). What they’re doing may work for them, but if it’s inconsistent with your WHY, it just doesn’t make sense to pursue. Start With Why proposes that 窶徑eaders who have had the greatest influence in the world窶ヲall think, act, and communicate in the same way 窶・and it窶冱 the complete opposite of what everyone else does.窶・The author, Simon Sinek, 窶彡alls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. — is actually quite simple and efficient to discover… It’s the discipline to never veer from your cause, to hold yourself accountable to HOW you do things; that’s the hardest part.”, Finally, WHAT you do brings your WHY to life. It’s not enough to just communicate the WHY once. The more fre­quent the per­for­mance dis­cus­sions between the super­vi­sor and employ­ee, the more relaxed, open and hon­est the employ­ee will be with regards to goal pro­gres­sion and pos­si­ble obsta­cles. Sinek points out that companies like Southwest start with their “why” (purpose) and infuse that into the “how” (people, process, technologies) to deliver the “what” (product). If people don’t buy WHAT you do, they buy WHY you do it, so it follows that if you don’t know WHY you do WHAT you do, how will anyone else? Talking points can introduce discussion and debate in a meeting. I was prompted to check it out after a workshop when discussing the importance of developing strong online value propositions as part of a digital marketing strategy a few years ago. To earn true employee and customer loyalty, you have to start with WHY. In a nutshell, Simon suggests that they “start with why” (i.e. Then they may discuss the HOW, but rarely the WHY. They need to hold everyone in the company accountable to the values and guiding principles.”. Of objec­tives and SMART goals these questions, this post is for you that, but also “... 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