Simon Sinek’s first TEDx talk from 2009 is now the 3rd most watched TED talk of all time, sitting at well over 25 million views. I first came across it in 2012 and was instantly hooked on the idea.
The reason his mantra is so magnetic is that it’s incredibly simple, yet very universal. Many of history’s most inspiring leaders seem to have internalized his idea of the golden circle and communicate it the right way.
Here are 3 lessons you should take away from this book:
If you want to inspire others, always communicate your why first.
Excited employees are the best resource for any business.
You don’t need sleazy sales tactics when you start with why.
Buckle up, it’s about to get inspirational!
Lesson 1: If you want to inspire others, always communicate your why first.
This is Simon’s key idea in a nutshell: “People don’t buy what you do, they buy why you do it.”
Every company in the world knows what they do, which is why it’s the first thing they tell people about. But rationale is a weak way of trying to get us to make decisions, probably the weakest of them all.
That’s because emotions trump reason every time. When we make a decision based on a strong why, we own it.
Only when we know why we do things, will we feel a sense of belonging. That’s why it’s a much more powerful way of getting us to decide.
Once we are sold on the cause of an idea, we’ll go above and beyond to support it with our money and time. And in the cases of some movements, even with our lives.
Great leaders and companies naturally get this right. They start all communication with why they do things, eventually followed by how they do things. And they reveal what it is they actually do very last.
Apple is a great example. First, they tell us why they’re here to shake things up, then they tell us how (with easy-to-use, beautifully designed products). Finally, we find out what they make: computers, phones, tablets, and mp3-players.
By the time they get to their what, we’re long sold on their cause and are ready to support them in every way we can.
If you want to inspire others, start by telling them why you do things, instead of what you do, and you’ll see a massive change in engagement.
Lesson 2: Excited employees are the backbone of the best businesses.
Which business wouldn’t want their employees to go above and beyond for the company’s success?
To do this, start by building your business around a cause. Then, assemble people who share your why.
Instead of relying on big paychecks, threatening deadlines or highly qualified graduates, look for the people who are already motivated by the same reasons as you are and inspire them even more.
Who would you rather have working for you?
Excel pro Johnny, who’s only here to collect his consulting fee? Or Lisa, who needs some time to learn, but wants to see the world change in the same way you do?
Hire people for their cause, not their craft, and watch your business bloom.
Lesson 3: When you start with why there’s no need for sleazy sales tactics.
Why do companies use sales funnels, red discount signs, limited time offers, and social proof to trick you into buying their products?
Because they work!
But sadly, these kinds of psychological manipulations are just as short-lived as the joy these businesses get from making yet another sale.
The reason his mantra is so magnetic is that it’s incredibly simple, yet very universal. Many of history’s most inspiring leaders seem to have internalized his idea of the golden circle and communicate it the right way.
Here are 3 lessons you should take away from this book:
If you want to inspire others, always communicate your why first.
Excited employees are the best resource for any business.
You don’t need sleazy sales tactics when you start with why.
Buckle up, it’s about to get inspirational!
Lesson 1: If you want to inspire others, always communicate your why first.
This is Simon’s key idea in a nutshell: “People don’t buy what you do, they buy why you do it.”
Every company in the world knows what they do, which is why it’s the first thing they tell people about. But rationale is a weak way of trying to get us to make decisions, probably the weakest of them all.
That’s because emotions trump reason every time. When we make a decision based on a strong why, we own it.
Only when we know why we do things, will we feel a sense of belonging. That’s why it’s a much more powerful way of getting us to decide.
Once we are sold on the cause of an idea, we’ll go above and beyond to support it with our money and time. And in the cases of some movements, even with our lives.
Great leaders and companies naturally get this right. They start all communication with why they do things, eventually followed by how they do things. And they reveal what it is they actually do very last.
Apple is a great example. First, they tell us why they’re here to shake things up, then they tell us how (with easy-to-use, beautifully designed products). Finally, we find out what they make: computers, phones, tablets, and mp3-players.
By the time they get to their what, we’re long sold on their cause and are ready to support them in every way we can.
If you want to inspire others, start by telling them why you do things, instead of what you do, and you’ll see a massive change in engagement.
Lesson 2: Excited employees are the backbone of the best businesses.
Which business wouldn’t want their employees to go above and beyond for the company’s success?
To do this, start by building your business around a cause. Then, assemble people who share your why.
Instead of relying on big paychecks, threatening deadlines or highly qualified graduates, look for the people who are already motivated by the same reasons as you are and inspire them even more.
Who would you rather have working for you?
Excel pro Johnny, who’s only here to collect his consulting fee? Or Lisa, who needs some time to learn, but wants to see the world change in the same way you do?
Hire people for their cause, not their craft, and watch your business bloom.
Lesson 3: When you start with why there’s no need for sleazy sales tactics.
Why do companies use sales funnels, red discount signs, limited time offers, and social proof to trick you into buying their products?
Because they work!
But sadly, these kinds of psychological manipulations are just as short-lived as the joy these businesses get from making yet another sale.
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