Simon Sinek has a simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?" Skills are secondary. It is WHY they do it. In order to alter the course of an industry requires a very special and rare partnership between one who knows WHY and those who know HOW. In fact, they work so well that they are used everywhere in sales and marketing, and have become the norm in our society. Both had a strong work ethic. I don’t like it. Their products give life to their cause and everything they do works to demonstrate their WHY. Harley Davidson: it no longer simplify identifies a company and its products; it identifies a belief. When our decisions feel right, we are willing to pay a premium or suffer an inconvenience for those products. Success, in contrast, is a feeling or a state of being. When a decision feels right, we have a hard time explaining why we did what we did. Built to Last, also by Jim Collins examines a selection of ‘Visionary Companies’ and identifies what it takes to run a successful organisation that will prosper over a long period of time. When you know the decision is right, not only does it feel right, but you can also rationalize it and easily put it into words. Wal-Mart was WHAT Walton built to serve his fellow human being. WHY is just a belief, HOWs are the actions we take to realize that belief, and WHATs are the results of those actions. If the levels of The Golden Circle are in balance, all those who share the organisation's view of the world will be drawn to it and its products like a moth to a light bulb.”. All organizations starts with WHY, but only the great ones keep their WHY clear year after year. The symbol is no longer about Harley. Energy motivates but charisma inspires. 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. Without WHY, the buyer is easily motivated by aspiration or fear. When we don’t know an organization WHY, we don’t know what to expect, so we expect the minimum – price, quality, service, and features – the commodity stuff. HOW we do things manifests in the systems and processes within an organization and the culture. PDF File: Start With Why Summary By Nelson Publishers - PDF-SWWSBNP-11-9 2/2 Start With Why Summary By Nelson Publishers This type of Start With Why Summary By Nelson Publishers can be a very detailed document. The notes are almost all the way Simon Sinek´s words and every line change works as a new paragraph. Great leaders and organizations are good at seeing what most of us can’t see. they know that their unique selling point is the reason they stand out. Simon believes that true leadership means having the ability to inspire people, to provide them with a purpose outside of any benefits or incentives. It comes from absolute conviction in an ideal bigger than oneself. Attempted to appeal to the cynical majority by explaining WHAT the product did instead of stating WHY the company or the product existed in the first place. Trust begins to emerge when we have a sense that another person or organization is driven by other things than their own self-gain. Steve Jobs is the why – the visionary, and Steve Wozniak was the how – he made it happen. Wanna buy one? The notes also work as inspiration when I’m working on something that needs an injection, so it is really helpful to me. 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. Their willingness to pay a premium to use your product or service says more about them than it does about you and your products. The Japanese didn’t examine the problem and accumulate data to figure out the best solution – they engineered the outcome they wanted from the beginning. Those who are inspired are willing to pay a premium or endure inconvenience, even personal suffering. Loyal customers results in returning business. It is those who share your values and beliefs, not the quality of your products that will cause the system to tip. The logo embodies an entire value set – their own. Sales, promotions, advertising, marketing, it’s all versions of manipulations. I don’t need it. An American executive went to see a Japanese car assembly line. Brian Tracy; Dale Carnegie; Earl Nightingale; Eckhart Tolle; Evan Carmichael; Gary Vaynerchuk; Grant Cardone; Jim Rohn; Lewis Howes; Napoleon Hill; Og Mandino ', 'Finding WHY is a process of discovery, not invention.'. Early adopters, like innovators but to a lesser degree, are willing to pay a premium or suffer some level of inconvenience to own a product or espouse an idea that feels right. Year: 2011 Put simply, it helps us understand why we do what we do. What TiVo should have done is talked about what they believed. 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. Simon emphasises that the majority of leaders however, choose manipulation over inspiration when it comes to motivating followers. Very few companies know WHY they do what they do (and it's not to make money, this is a result). Here are some examples:• Fear is one of the most powerful forms of manipulation. And just like a person struggling to put her emotions into word, we rely on metaphors, imagery, and analogies in an attempt to communicate how we feel. When we share values and beliefs with others, we form trust. Without a clear message – what will you amplify? Start With Why Pdf Free. This is not because they are better, but because markers or symbols of the values and beliefs we hold dear. Loyalty is when people are willing to turn down a better product or better price to continue doing business with you. And no one wants to help us. Loyalty, real emotional value, exists in the brain of the buyer, not the seller. Nearly every company or organization starts the same way: with an idea. ), HOW – The way we do this is to design products that are beautifully designed and easy to use. Peer pressure works not because the majority or the experts are always right, but because we fear that we may be wrong. The practical-minded, technophobic mass markets response was predictable. Measuring other metrics such as positive customer feedback and work-life balance can mean the why stays in focus. It comes from looking in the completely opposite direction from where you are now. You have to earn trust by communicating and demonstrating that you share the same values and beliefs. Identify ways that you will improve the lives of others. Yet there are others who find that purpose and their lives are very productive as a result. They are those who understand the art before science they win hearts before minds. Why do you get out of bed in the morning, what is the companies purpose, and why should anyone care? The short term gains of manipulation may seem like the easy option, but it isn’t sustainable. Everything we do, we believe in challenging the status quo. Also, don´t forget to check out Sinek´s famous TED-talk below. In business, leadership means that customers will continue to support your company even when you slip up.”. HOWs are the actions you take to realize that belief. There are two forms of approaching business: manipulation o r inspiration. And when that happens, price, quality, service and features become the primary currency to motivate a purchase decision. Trust comes from being a part of a culture or organization with a common set of values and beliefs. This is absolutely crucial if you are trying to build trust and loyalty with your consumers. Leading, however, means that others willingly follow you – not because they have to, not because they are paid to, but because they want to. Those employees are more productive and innovative, and the feeling they bring to work attracts other people eager to work there as well. Did ever wonder why you get up every day? WHATs exist in the part of the brain that controls rational thought and language. Read reviews from world’s largest community for readers. The struggle that so many companies have to differentiate or communicate their true value to the outside world is not a business problem, it’s a biology problem. The drive for more is gone. When marketers report that a majority of a population or a group of experts prefers their product over another, they are attempting to sway the buyer to believing that whatever they are selling is better. Since I … The reason so many small businesses fail is because passion alone can’t cut it. That these people have the ability to lead because they truly inspire their followers. Leading is not the same as being the leader. Finally, Execution by Larry Bossidy is an examination of what it takes for companies to succeed through strategies, processes, leadership and ultimately, execution. The early and late majority are more practical-minded. Though products may drive sales, they alone cannot create loyalty. The golden circle finds order and predictability in human behavior. Access a free summary of Start with Why, by Simon Sinek and 20,000 other business, leadership and nonfiction books on getAbstract. And this is where innovation happens. Without someone inspire by their vision and the knowledge to make it reality, most WHY-types end up as starving visionaries, people with all the answers but never accomplishing much themselves. Book Author(s): Simon Sinek It is something tangible, clearly defined and measurable. There are leaders and there are those who lead. Taking it back to the limbic brain, trust is not rational or logical, it’s an emotional feeling. But neither plants seeds of loyalty. The vision and charisma of the leader are enough to attract the innovators and the early adopters. The reason gut decisions feel right is because the limbic brain also controls our feelings. It is not born out of any market research. WHAT: every single company on the planet knows what they do. Differentiation happens in WHY and HOW you do it. Passion need structure to survive, bu for structure to grow, it needs passion. The best they can do is add more RAM or small features that probably to will change the course of an industry. Success, in contrast, is a feeling or a state of being. The power of the limbic brain can outweigh rational thought. When people inside the company know WHY they come to work, people outside the company are vastly more likely to understand WHY the company is special. Download As PDF: Summary: ''Start with Why'' - How Great Leaders Inspire Everyone to Take Action | A Detailed Summary Detail books : Author: Date: 2019-04-07 Page: Rating: 4.0 Reviews: 14 Category: Book Reads or Downloads Summary: ''Start with Why'' - How Great Leaders Inspire Everyone to Take Action | A Detailed Summary Now 1093181818 Books Summary: ''Start with Why'' - How Great … For the seller, selling based on price is like heroin. 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. Most people in the world are HOW-types. We´re friends with people who see the world the way we see it, who share our views and our belief set. The farther right you go on the curve, the more you will encounter the clients and customers who may need what you have, but don’t necessarily believe what you believe. People come to work knowing that their bosses, colleagues and the organization as a whole will look out for them. The golden circle provides a way to communicate consistent with how individuals receive information. People are either motivated or they are not. Without clear communication of values and beliefs, a company or organisation will struggle to reach the consumers in the way they want. “Leadership is the ability to rally people not for a single event, but for years. It comes from looking in the completely opposite direction from where you are now. They are rarely loyal and they rarely give referral. Most people are quite functional in the real world and can do their jobs and do very well. they can describe and define their product or service. We want to be around people and companies who are like us and share our beliefs. They should have talked about WHY the product was invented in the first place, and then ventured out to share their invention with the innovators and early adopters who believed what they believed. Being authentic is not a requirement for success, but it is if you want that success to be a lasting success. There are other factors that must be considered, factors that exist outside of our rational, analytical, information-hungry brains. The Why does not come from extensive interviews with customers or even employees. 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. As humans we crave the feeling and we seek it out. Simon suggests that the tipping point is when a business’ growth or idea is rapidly moving. We make great computers. comment. Repeat business is when people do business with you multiple times. Simon emphasises the importance of each piece of the Golden Circle being in the right order and balanced, before a person or an organisation has the ability to inspire. As it grows the leader’s role changes. Simon Sinek’s main motivation is to inspire leaders and organisations, to inspire others. Simon recalls attending the Gathering of Titans where americas most successful entrepreneurs gather together. Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. In Start With Why, Simon explains that behaviour is influenced in two ways; inspiration, or manipulation. Those who truly lead are able to create a following of people who act not because they were swayed, but because they were inspired. Back to biology again, Simon identifies humans attraction to those with similar beliefs and values. Charisma has nothing to do with energy; it comes from a clarity of WHY. An organisation cannot be made up of entirely one type of person. Individual decisions, efforts and behavior that support, benefit and protect the long-term interest of the organization as a whole. / 3 lead their team to develop a technology that would change the world. It’s the combination of the why-types and the how-types that create inspirational partnerships. In America, workers would take rubber mallets and tap the edges of the door to ensure that it fit perfectly. — Simon Sinek, Start with Why. This summary will cover 6 key points; Why manipulation is not the same as inspiration, the concept of the ‘Golden Circle’, Leadership, Rallying believers, Challenges, and the big Why? Samuel Pierpont Langley was a Harvard math professor who had great networks. But when we do have a sense for the WHY, we expect more. However, pulling together a team of likeminded people and giving them a cause to pursue ensures a greater sense of teamwork and camaraderie. Both the Wright brothers and Langley were highly motivated. Your role in the process is to be crystal clear about what purpose, cause or belief you exist to champion, and to show how your products and services help advance that cause. 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. 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. It needs to publicize some higher purpose, cause or belief to which those with similar values and beliefs can relate. If your WHYs and their WHY correspond, then they will see your products and services as tangible ways to prove what they believe. DOWNLOAD THE START WITH WHY SUMMARY PDF FOR FREE! At that point a company and its products have become commodities. Summary pages: 17 What it believes. a reward for returning a lost dog), but they do not build loyalty. Good to Great by Jim Collins is another great read, Collins outlines a model for turning an average or mediocre company into a great one. And they won’t be working hard and looking for innovative solution for you, they will be doing it for themselves. They attempted to convince with features and benefits: Memorizes your viewing habits and records shows on your behalf without your needing to see it. It is our inability to verbalize the reasons that may cause us to doubt ourselves or trust the empirical evidence when our gut tells us not to. Many people who achieve great success don’t always feel it. For a WHY to have the power to move people it must not only be clear, it must be amplified to reach enough people to tip the scale. If you enjoyed this summary, check out Leaders Eat Last, also by Simon Sinek. Edison: “I didn’t find a way to make a light bulb, I found a thousand ways how not to make one”. WHY it was founded in the first place. Only when individuals can trust the culture or organization will they take personal risks in order to advance that culture or organization as a whole. They treat their colleagues and clients and customers better. 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. 80% had achieved their financial goals! Only then will they talk about you without any prompts or incentives. Leaders sit at the top of the cone, they are the why, the how-types sit below the leader and they take on the responsibility for making the leaders visions happen.