Video Summary: Simon Sinek - Start with why: How great leaders inspire action


    Video Summary: Simon Sinek - Start with why: How great leaders inspire action

  • 1 Sinek: Why apple is so innovative

    Sinek asked why a company like Apple is so innovative although it's just a computer company that has access to talents, media, agencies and consultants. Then he asked why Martin Luther King led the civil rights movement when he wasn't the only man to suffer in the pre-civil rights era.

  • 2 Sinek's Golden Circle: The law for why great organizations inspire

    Sinek then talked about the discovery he made 3 years before this speech that changed the way he saw things. He discovered that all great leaders and inspiring organizations all think and act the exact same way, which he codified and named as The Golden Circle.

  • 3 What is the Golden Circle?

    Sinek: It's the world's simplest idea of 3 circles surrounding each other. The inner one is Why, the middle one is How, and the third one is What. All organizations know WHAT they do 100% of the time, some know HOW they do it and very few know WHY they do it (the purpose, cause and belief).

  • 4 Sinek: Normal people/organizations reverse the Golden Circle

    Sinek: The way normal people act is from the outside in (What, How then Why), while the way inspiring leaders and organizations act and communicate is from the inside out (Why first, then how and what).

  • 5 Sinek: What if Apple's message was ordinary

    Sinek: If apple's message is from the outside in (like normal companies) it would have been: We make great computers (What), they're beautifully designed, simple to use and user friendly (How), Wanna buy one? (Why).

  • 6 The actual message of Apple

    Sinek: The actual message is 'With everything we do, we believe in challenging the status quo and we believe in thinking differently. The way we challenge it is by creating user friendly and beautifully designed products, we just happen to make great computers, wanna buy one?'

  • 7 Sinek: People don't buy WHAT you do, they buy WHY you do it

    Sinek: The Why is the reason why customers are comfortable buying different products from Apple and the reason why apple doesn't need to create different product lines and differentiate them from the initial brand. Apple's competitors are highly qualified but don't have the why.

  • 8 Apple's perfect customers are those who believe in what the company believes

    Sinek: Apple's goal is not to do business with those who need what they have. Instead, its goal is to do business with those who believe in what Apple believes, the Why.

  • 9 Sinek: Even the human brain applies to the Golden Circle

    Sinek: The human brain (looked at from the top down) is also broken into 3 major components similar to the Golden Circle: The Neocortex (outer) is responsible for the analytical thinking (the What). The limbic brain, on the other hand, is responsible for feelings like trust.

  • 10 Sinek: People don't like buying from a company that doesn't know why it sells

    Sinek: People won't follow, buy, become loyal to or be willing to be part of anyone or any company if that person or company doesn't know why they're doing things.

  • 11 Sinek then discussed how companies should hire new employees

    Sinek: If you hire people just because they can do a job, they're working for your money, but if you hire those who believe in what you believe in, they're working with blood, sweat and tears.

  • 12 A comparison between Samuel Pierpont Langley and Wright brothers

    Sinek: In the 20th Century, Samuel Pierpont Langley had the money, the connections, and the support (of both media and the government) to create a flying machine, but despite having the best minds of that time to help him, he lost to the Wright brothers who had nothing of what he had.

  • 13 The only difference between them was their WHY

    Sinek: The Wright brothers succeeded because they had a cause and a belief that if they could figure out how to create the flying machine, it will change the course of the world. They were unlike Langely who wanted to do it to become rich and famous.

  • 14 This created a difference between those who have worked for each side

    Sinek: Those who believed in the Wrights' dream worked with their blood, sweat and tears, while those who worked with Samuel Pierpont Langley did it only for the paycheck.

  • 15 Another proof that Langely was motivated for the wrong reason

    Sinek said that Langely quit the day the Wright brothers took flight instead of insisting on improving the technology discovered by them.

  • 16 (The law of diffusion of innovation): Why it's important to attract those with the same belief

    Sinek: The first 2.5% of our population are the innovators, the next 13.5% are the early adopters, then 34% as an early majority, 34% late majority and 16% are laggards. For example, the only reason the laggards buy a touch tone phone is because they can't buy rotary phones anymore.

  • 17 To reach mass market success, you must achieve 15-18% market penetration

    Sinek: This tipping point, once is achieved the system will tip and any idea or product will achieve success. To do it according to Sinek, a person should close the gap between early adopters and early majority, called Crossing the Chasm, according to Jeffrey Moore.

  • 18 The early majority won't try something unless someone else tried it first

    Sinek: A need for early adopters (the believers) exists since they are driven to make intuitive buying decisions. Those who stand in lines for six hours waiting for newly released iPhones instead of buying one the next week from the store.

  • 19 Early adopters don't buy for the technology but because they want to be first

    Sinek: Early adopters don't spend $40K on a flat screen TV when it first comes out because the technology is great, but because they want to be first.

  • 20 An example for the law of diffusion of innovation - A famous failure: TiVo

    Sinek: TiVo is and was the highest quality product on the market, was very well funded with great market conditions but they never made money because they told people what they have (a product that pauses live TV) instead of saying: If you like to have control over everything in your life, buy TiVo.

  • 21 A famous success: Dr. King's speech (I have a dream NOT I have a plan)

    Sinek: 250K people showed up in Washington in 1963 without invitations or a website to check the date in order to watch Martin Luther king who wasn't the first one to suffer in the pre-civil rights America, but because he had the gift of showing people what he believed in.

  • 22 Those who believed in Dr. King's beliefs spread the word

    Sinek: They took his cause, made it their own and had a mission of telling other people about it. On the right day, 250,000 people showed up to watch him speak. They showed up NOT for him, but for themselves. It's what they believed about America that made them come and listen.

  • 23 There are leaders and there are those who lead

    Sinek: Leaders hold a position of power, but those who lead are the ones who inspire people. We follow those who lead (individuals/organizations) because we want to, not because we have to. It all starts with WHY.