The why is tied to the oldest parts of our brain, the part that deals with emotion. The goal of a business should not be to simply sell to anyone who wants what you have – the majority – but rather to find people who believe what you believe, the left side of the bell curve. And it’s all scientifically sounding because it’s based on data. It’s not WHAT Apple does that distinguishes them. Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek. It comes from looking in the completely opposite direction from where you are now. Achievement is something you reach or attain, like a goal. When WHY, HOW & WHAT are in balance, authenticity is achieved and the buyer feels fulfilled. Start with Why has led millions of listeners to rethink everything they do in their personal lives, their careers, and their organizations. This Start With Why summary explains how to inspire others, the only kind of people you need to hire, & why all sales tactics lose to a WHY. Problems arise when the metrics become the only measure of success, when what you achieve is no longer tied to WHY you set out to achieve it in the first place. Read more about Simon Sinek here. It is the cause that is represented by the company, brand, product or person that inspires loyalty. We make paper for those words. It means that everything you say and everything you do you actually believe. You have to talk about your WHY and prove it with WHAT you do. 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. This book summary represents the gate in a big tower; you are the brave prince trying to rescue the princess. This site uses Akismet to reduce spam. You have probably read that before starting any business endeavor you should do market research, know your customer and find your niche. People who love going to work are more productive and creative. Refusing to consider the law of diffusion will cost you. The ones who are, tend to never have lost sight of their WHY. But when you compete against yourself, everyone wants to help you. So Sinek says it’s not “integrity”, it’s “do the right thing”; It’s not “innovation”, it’s “look at the problem from a different angle”. This book summary series is taken from Simon Sinek’s Start With Why: How Great Leaders Inspire Everyone to Take Action (2011). Guiding principles need to be focused around meaningful, action statements, not nouns. To keep a healthy Golden Circle as the company grows the leader at the top should represent the emotional limbic brain while WHAT the company says and does represent the rational thought and language of the neocortex. when companies do not have a clear sense of why their customers are their customers, they tend to rely on a disproponiate number of manipulations to get what they need. They are beautiful designed, simple to use and user-friendly. It is usually tied to some external factor. Only then will they talk about you without any prompts or incentives. What does “Start With WHY” even mean? There are other factors that must be considered, factors that exist outside of our rational, analytical, information-hungry brains. When organizations and leaders communicate from their WHATs instead they engage the rational part of our brain. Simon Sinek wording is just too beautiful that I will quote him verbatim here: Success comes when we wake up every day in that never-ending pursuit of WHY we do WHAT we do. Finding WHY is a process of discovery, not invention. They are rarely loyal and they rarely give referral. This chapter course summary is for you to see all that you have learned in one central place. It is literally the vision of a future that does not yet exist. Viktor Frankl tells us that finding a WHY was the best way to survive in concentration camp and Angela Duckworth explains that we find our passions. “Make it better”, they are instructed. Those who are able to inspire will create a following of people – supporters, voters, customers, workers – who act for the good of the whole not because they have to, but because they want to. The why is tied to the oldest parts of our brain, the part that deals with emotion. Since people are inspired and buy WHY you do it, companies that communicate from the WHY have huge flexibility in what they market: a company communicating from the WHY indeed never gets labeled by the WHATs. Imagine if people told you that to grow you need cookies, Nutella, celery, fruits, and ice cream. To start, Sinek describes the turnaround of Continental under the leadership of Gordon Bethune. Henry Ford: if I had asked people what they wanted, they would have said a faster horse. Simon is a trained ethnographer and Start With Why draws upon real-life experience… Our need to belong is not rational, but it is a constant that exists across all people in all cultures. WHATs are the reasons we can point to rationalize why we so much like a company over another. Apple does not have a lock on good ideas; there are smart, innovative thinkers at most companies. Read our book summary of Find Your Why by Simon Sinek to discover 3 exercises to find your purpose, live it, and share it. Charisma instead is difficult to define, measure and copy. 22 months later, a rival company launched a similar ‘5GB portable MP3 player’ that revolutionised how we consumed music and changed the trajectory of the company that created it. Starting with WHY just made pa-per sound really good. Simon Sinek then dwells on a very important topic: since the WHY sits deeply in the limbic brain, it can be difficult to clearly articulate it. Introduction: Why Start with Why? Gaining clarity of WHY is not the hard part. Great companies don’t hire skilled people and motivate them, they are motivated people and inspire them. If your WHYs and their WHY correspond, then they will see your products and services as tangible ways to prove what they believe. During the summer, they camp in a quiet glade and trap fish, swim, relax, and enjoy their journey. Price, quality, features and service are important, but they are the cost of entry in business today. Start With Why Summary Start with Why by Simon Sinek is an excellent book on how you can grow a business to the success that has been witnessed by Steve Jobs and others. For passion to survive, it needs structure. Great leaders, in contrast are able to inspire people to act. There are many ways to motivate people to do things, but loyalty comes from the ability to inspire people. In addition, we love the TED talk on this same topic. You can rest assured that people applying for such a JD would be ready for anything. That infrastructure is what actually makes any measurable change or success possible. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. Once past Fort Pitt, True Son and Half Arrow travel openly, moving deeper and deeper into Indian territory. All great leaders have charisma because all great leaders have clarity of WHY; an undying belief in a purpose or cause bigger than themselves. Simon Sinek also expands on the benefit of starting with WHY in the hiring process. Starting with why, then, is a way to improve lives. WHY is just a belief, HOWs are the actions we take to realize that belief, and WHATs are the results of those actions. Nearly every company or organization starts the same way: with an idea. Here are some examples:• Fear is one of the most powerful forms of manipulation. 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. Here are some examples:• Fear is one of the most powerful forms of manipulation. And their challenging the status quo is a pattern repeating in all they say and do, which is the reason why people perceive Apple as authentic. Read this summary – and you’ll be inspired! About Start With Why pdf summary. His example is Bill Gates as compared to Steve Ballmer. And both have to keep in line at any stage. Manipulations are perfectly valid strategy for driving a transaction. WHY starts within you, not with market research. Undoubtedly this book will answer many of your questions and keep you wondering “Why, How and What.” If you don’t know how to begin – Start With Why! My Note: I invite you to check out The Tipping Point. The only variation is the score we use. And WHATs are the results of those actions – everything you say and do. He says there is nothing technically special about Apple, it’s just a company like another. When most companies and people think, act or communicate they do so from the outside in, from WHAT to WHY. The notes also work as inspiration when I’m working on something that needs an injection, so it is really helpful to me. Without the ability of explaining why the organisation does what it does, there will be no inspiration. 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. We make paper for big ideas. Fear, real or perceived, is arguably the most powerful manipulation. This is my pdf summary of Start With Why by Simon Sinek. Addicted to the short term results, business today has largely become a series of quick fixes added on one after another. "at’s the obvious ‘why.’” First, money is a result. Wal-Mart was WHAT Walton built to serve his fellow human being. Honour and recognition in case of success.”. At that point, price, quality, service, and features are the primary ways to motivate a purchase decision. We use symbols. For no other reason than because we want to leave the organization in a better state than we found it? Differentiation happens in WHY and HOW you do it. Without clarity of WHY, a logo is just a logo. We’re all engaged racing against our competitors. Charisma Inspires. The vision is a public statement of the founder’s intent, WHY the company exists. When both are clear, it will help the WHY and HOW type to have a clear role in the partnership. In stark contrast companies with a clear sense of WHY tend to ignore their competitors and don’t worry about “differentiating”. However, after the death of its founders, the company focused only on low prices, forgetting about helping people and the communities they entered. Gut decisions don’t happen in your stomach. Being a leader means you hold the highest rank. .. And Start with WHY Always keep in mind all your communication, actions and decision will Start with WHY and will be filtered by your WHY. They make us feel special like we belong to something bigger, and we feel a sense of tribe affiliation with all the others buying the same products. Those who work for Apple´s competitors, companies that have defined themselves as “computer manufacturers”, come to work to develop “more innovative” computers. and get the book on Amazon. This book summary series is taken from Simon Sinek’s Start With Why: How Great Leaders Inspire Everyone to Take Action (2011). Great leaders are those who trust their gut. But what everyone does? And no one wants to help us. Better quality. 22 months later, a rival company launched a similar ‘5GB portable MP3 player’ that revolutionised how we consumed music and changed the trajectory of the company that created it. Sinek starts with the example of car manufacturers. Those people who share Apple´s WHY believe they their products are objectively better. Simon Sinek says that’s not just his opinion but it’s rooted in biology and the drive to belong. The goal is not to hire people who simply have a skill set you need, the goal is to hire people who believes what you believe. My Note: if you need help in finding your why, I highly recommend taking a look here at Grit by Angela Duckworth. When we are inspired, the decisions we make have more to do with who we are and less to do with the companies or products were buying. 2. When you filter your decisions through your WHY you save money, time and, most importantly, you stay true to your cause for everyone else to see. I love the whole book. They go home happier and have happier families. 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. Everything we do, we believe in challenging the status quo. HOW: are often given to explain how something is different or better, like USP or value proposition. They tend to be optimists who believe that everything they can imagine can be accomplished and they tend to be focused on things most people can’t see, like the future. HOW is the culture and systems in which you produce your WHATs, WHY is the purpose behind it all, the reason why you get out of bed. A logo can then become a symbol when it will inspire people to use it to say something about who they are. If they didn’t achieve their desired outcome, they understood it was because of a decision they made at the start of the process. If they truly believe in what you believe and if they are truly on the left side of the curve they won’t need to be incentivized; they’ll do it because they want to. Charisma has nothing to do with energy; it comes from a clarity of WHY. But it’s charisma which inspires, and people with a clear WHY are charismatic people. Chapter 6 gives examples o f companies who utilized “why” to create high performing teams. Only when the WHY is clear and when people believe what you believe can a true relationship develop. Better service. They attempted to convince with features and benefits: Memorizes your viewing habits and records shows on your behalf without your needing to see it. Ensuing from a cause bigger than yourself (your WHY). Learning how to inspire with your WHY is a win-win for everyone. Simon Sinek, an entrepreneur, hit rock bottom in 2005. Sinek also says that great companies don’t hire skilled people and motivate them, they are motivated people and inspire them. Instead of asking “WHAT should we do to compete?” the questions must be asked, “WHY did we start doing WHAT we´re doing in the first place, and WHAT can we do to bring our cause to life considering all the technologies and market opportunities available today?”. WHY: very few people can clearly articulate why they do what they do – what is your purpose, cause or belief? Finding the people who believes what you believe. Companies that define themselves by WHAT they do instead of WHY they do it instruct their people to be innovative around a product or service. If you have the discipline to focus on the early adopters, the majority will come along eventually. Start With Why is a fantastic book about the importance of a bigger WHY in life (overarching cause). These inspired organizations appeal to us at a deeper level (also read Drive by Daniel Pink for more on internal motivation). 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. Leading is not the same as being the leader. What the American automakers did with their rubber mallets is a metaphor for how many people and organizations lead. When communicating from the inside and out, the WHY is offered as the reason to buy and the WHAT serve as the tangible proof of that belief. In Start With Why, Simon explains that behaviour is influenced in two ways; inspiration, or manipulation. So when they introduced a super expensive model, that flew against their own WHY and sold nothing. For them, rational factors matter more. And, looking at competitors to add features and benefits, only entrenches the WHAT culture. Unless you give motivated people something to believe in, something bigger than their job to work toward they will motivate themselves to find a new job and you´ll be stuck with whosever left. Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe. In America, workers would take rubber mallets and tap the edges of the door to ensure that it fit perfectly. Undoubtedly this book will answer many of your questions and keep you wondering “Why, How and What.” If you don’t know how to begin – Start With Why! 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. From the executives, to the people in the trenches. Find a WHY -a purpose or belief- for your company and stay consistent to it in all you do, Find a WHY in your life and never forget about it for true happiness and passion, People buy WHY (what you stand for), not WHATs (products), looking at competitors to add features and benefits, only entrenches the WHAT culture, HOW types are more practical and more realist, we use stories and symbols to create a more tangible expression of our WHY. Generally, manipulations work well for one-time transactions (e.g. WHAT: every single company on the planet knows what they do. It comes from absolute conviction in an ideal bigger than oneself. Check out his website, there is some useful stuff there that could be a good combination to this summary and the book itself. And WHATs are the results of those actions –everything you say and do: your products, services…-. Do we really know why some organizations succeed and why others don´t, or do we just assume? Simon Sinek explains it with the Golden Circle. We want to be around people -and organizations- who are like us and share our beliefs. Everything you say and everything you do have to prove what you believe. Please upgrade today! Although they work, their effects are short-term in nature, and are costly over time. 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. For some its money, for others its fame or awards. The WHY starts within you. And there’s a reason for this, manipulation works! And while that’s charismatic for most and it’s a skill you should learn to deploy when needed, I find it jarring when it becomes a modus operandi (and opposite to a learner’s mindset as presented by Maxwell). When our decisions feel right, we are willing to pay a premium or suffer an inconvenience for those products. The Law of Diffusion of Innovations … Trust is a feeling, not a rational experience. Are you with the majority or are you a contrarian? Trust is not a checklist. This why, Simon Sinek says, we use stories and symbols to create a more tangible expression of our WHY. There are those who decide to manipulate the door to fit to achieve the desired result and there are those who start from somewhere very different. When we make gut decisions, the highest level of confidence we can offer is: the decision feels right, even if it flies in the face of all the facts and figures. Loyal customers often don´t even bother to research the competition. "ere are many ways to share ideas; one is the written word. WHY, says Simon Sinek, is ironically rather simple to discover -WHY do you do what you do?- However most companies say WHAT they do, sometimes HOW they do it, but rarely WHY they do what they do. 4. We are drawn to leaders and organizations that are good at communicating what they believe. It is WHY they do it. Trust begins to emerge when we have a sense that another person or organization is driven by other things than their own self-gain. The way to build lifetime loyalty, is to prject a … 1. Simon Sinek says that a company always starts fueled by passion. When you start with WHY instead you exponentially increase your ability to attract people who are passionate for what you stand for. Clarity of purpose, cause or belief is important, but it is equally important that people hear you. ”We make sure it fits when we design it”. It starts with…WHY. HOWs are values and principles guiding how you bring your cause to life. Your curiosity and knowledge is infinite, but your time is not. The reason gut decisions feel right is because the limbic brain also controls our feelings. When we believe someone has our best interest in mind because it is in their benefit to do so, the whole group benefits. People who come to work with a clear sense of WHY are less prone to giving up after a few failures because they understand the higher cause. What authenticity means is that your golden circle is in balance. Start With Why How Great Leaders Inspire Everyone To Take Action By Simon Sinek (@simonsinek) Part 1: A World That Doesn’t Start With Why Chapter 1 - Assume You Know Our behavior is affected by our assumptions. Those who forget WHY they were founded show up to the race every day to outdo someone else instead of to outdo themselves. So all those focus groups and questionnaires are actually of little value. The strong sense of culture creates a sense of belonging and acts like a net. You are scaring me”. Novelty can drive sales but the impact does not last. HOW types are more practical and more realist and tend to be focused on the things most people can see -and tend to be better at building them-. Simon Sinek says that achievement comes when you pursue and attain WHAT you want but success only comes when you are clear in pursuit of WHY you want it. Steve Jobs didn’t come up with any revolutionary idea, but Apple has a strong WHY to attract passionate people. Read the material and take note of the of the highlights of the story. Carrots and Sticks 16 PART 2 : AN ALTERNATIVE PERSPECTIVE 3. For the seller, selling based on price is like heroin. Start with why Francis Madojemu “Brandoffon, el branding del futuro” Amaia Giralt. The people on the far right instead are never content and never loyal. The reason so many small businesses fail is because passion alone can’t cut it. In human behavior: you can motivate people through carrots and sticks the. Correctly, the majority or are you with the idea of how the company, brand product... Of asking for language to share our deep emotions, our WHY — our driving purpose never changes them! 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