Trust is not a checklist. Sinek mentions Shackleton and his search for crewmen in a dangerous expedition. The advice people gave me wasn’t helpful either: ‘Do what you love,’ ‘Find your bliss,’ ‘Be passionate.’ ! HOWs are most effective when they are verbs. We´re friends with people who see the world the way we see it, who share our views and our belief set. The clarity of your WHY is then more clearly shown through your HOWs and, even more visibly, through your WHATs. Simon Sinek says that’s not just his opinion but it’s rooted in biology and the drive to belong. Sexual Market Value: A Practical Analysis... WHAT is what you physically produce or offer as a service. Your curiosity and knowledge is infinite, but your time is not. I love the whole book. Title: Start with Why: How Great Leaders Inspire Everyone to Take Action No, says Simon Sinek. Just to be clear, Simon Sinek says that manipulations also reach the limbic brain when they deploy fear, social pressure or aspirational messages. Leading is not the same as being the leader. But Apple communicates from the WHY. Gaining clarity of WHY is not the hard part. We want to be around people and companies who are like us and share our beliefs. Apple does not have a lock on good ideas; there are smart, innovative thinkers at most companies. The former is motivated by tangible factors while the latter by something deeper in the brain, where we lack the capacity to put those feelings into word. Download it below and print it off. ..Stick to it.. And stick to it, even when other options seem to give you more benefits or revenues. Charisma Inspires. As it grows the leader’s role changes. Start With Why (2009) explains how clarity of WHY you do what you is the driving force for happiness, charisma, best in class marketing. When you start with WHY instead you exponentially increase your ability to attract people who are passionate for what you stand for. They do computers, so people don’t feel comfortable buying anything else from them, like an mp3 player or a PDA. The logo embodies an entire value set – their own. Authenticity is when you say and do the things you actually believe. This is the genius of great leadership. With that I mean that i haven’t spent any time on making it coherent and pretty to read. And Apple gives them a purpose around which to develop great ideas. That’s key to build a following and even to sell because, as Sinek stresses many times, people buy WHYs, not WHATs. Simon Sinek says Apple employees, similarly to Apple customers, all love a good revolution. We’ve succeeded as a species because of our ability to form cultures. Simon Sinek says that in the early stages of a company it’s easier to keep the Golden Circle working well because the founders make most of the decisions and have the most contact with the outside world. If I had asked people what they wanted they would have said a faster horse. Here in Chapter 13, Richter emphasizes a central theme in the book: a return to freedom "as the Great One had made it." Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. The role of a leader is to create an environment in which great ideas can happen. 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. Simon Sinek proposes what he calls the “Celery Test”. This chapter course summary is for you to see all that you have learned in one central place. Great companies do not hire skilled people and motivate them; they hire already motivated people and inspire them. 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. The Golden Circle is a powerful tool that helps you run inspirational companies or become a great leader. All organizations starts with WHY, but only the great ones keep their WHY clear year after year. Before writing a chapter summary, you must first thoroughly understand what you have read. The symbol is no longer about Harley. 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. For every great leader, for every WHY-type there is an inspired HOW-type who takes the intangible cause and builds the infrastructure that can give it life. START WITH WHY - 13 the crowd. When a decision feels right, we have a hard time explaining why we did what we did. 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. What they do – the products that they make, from computers to small electronics – no longer serves as the reason to buy, they serve as the tangible proof of their cause. It is at that point that behavior moves from being motivated to inspired. Success comes when you are clear in pursuit of WHY you want it. A 12-Minute Summary of “Start With Why” by Simon Sinek In 2009, author Simon Sinek gave a TED called “ How Great Leaders Inspire Action .” This 18 and a half minute long viral TED talk called on business leaders to “Start With Why.” “Why” isn’t just a word, it’s a powerful concept. They are the ones who start with WHY. An American executive went to see a Japanese car assembly line. 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. Simon is also a founder of SinekPartners. Leading, however, means that others willingly follow you – not because they have to, not because they are paid to, but because they want to. 1 PART 1 :A WORLD THAT DOESN’T START WITH WHY 1. Better or best is a relative comparison. It’s the same for other brands who managed to build a following: Harley Davidson fits into a well-defined group and Prada fits the lifestyle of another group. For great leaders, the Golden Circle is in balance. It’s not “integrity”, its “always do the right thing”; not “innovation”, but “look at the problem from a different angle”. The author holds a master's degree from La Sapienza, department of communication and sociological research, and is a member of the American Psychology Association (APA). With trust comes a sense of value – real value, not just value equated with money. The vision is a public statement of the founder’s intent, WHY the company exists. The reason gut decisions feel right is because the limbic brain also controls our feelings. Manipulations don’t breed loyalty, although they can drive sales. Which brings me again to Viktor Frankl when he says that success, like happiness, cannot be pursued, it can only ensue. 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”. Manipulation: Techniques, Strategies, & Ethics. Getting to know your Why will assist your brand to build royalty and when you have a loyal base your business will surely grow. "ough it is a part of the picture, … Those who are inspired are willing to pay a premium or endure inconvenience, even personal suffering. At the end of the line, the doors were put on the hinges, the same as in America. At that point a company and its products have become commodities. 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. Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe. And WHATs are the results of those actions – everything you say and do. 83The Emergence of Trust 7. Assumptions, even when based on sound research, can lead us astray. Macs are, in practice, only better for those who believe what Apples believe. Without a clear message – what will you amplify? You can rest assured that people applying for such a JD would be ready for anything. The products they choose become proof of WHY they do the things they do. It will pay you in the long run and you’ll be more confident, more genuine and, chances are, happier. For values or principles to be truly effective they have to be verbs. At that point, price, quality, service, and features are the primary ways to motivate a purchase decision. Be authentic. 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. And if it can do that for a commod- Start with Why has led millions of listeners to rethink everything they do in their personal lives, their careers, and their organizations. Although quick to see the potential and willing to take risks to try new technologies or ideas, early adopters are not idea generators like the innovators. When you start with WHY, those who believe what you believe are drawn to you for very personal reasons. Value, by definition, is the transference of trust. What authenticity means is that your golden circle is in balance. ! As a leader, it is crucial that you can articulate the why. Chapter 6 gives examples o f companies who utilized “why” to create high performing teams. With consistency people will see and hear, without a shadow of doubt, what you believe. The role of a leader is not to come up with all the great ideas. Loyalty is when people are willing to suffer some inconvenience or pay a premium do business with you. Companies with a strong sense of WHY are able to inspire their employees. 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. We are more likely to trust those who share our values and beliefs. WHY is the reason to buy and the WHATs merely represent the tangible products as a proof of that belief. 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. 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). and get the book on Amazon. The question, he says, isn’t much how do you get influencers to talk about you, but how do you get enough influencers to reach the tipping point. 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. And it will still have little meaning if it only identifies a company. Communicate clearly and you shall be understood. Our need to belong is not rational, but it is a constant that exists across all people in all cultures. 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. There’s no real difference with its competitors. WHATs exist in the part of the brain that controls rational thought and language. It starts with asking yourself "Why do we do it", "How do we do it", "What do we do?". This book is about why and how inspiring leaders are the total opposite of everybody else? What if we showed up to work every day to be better than ourselves? Start With Why proposes that “leaders who have had the greatest influence in the world…all think, act, and communicate in the same way – and it’s the complete opposite of what everyone else does.” The author, Simon Sinek, “calls this powerful idea The That very compelling emotion that causes us to do quite irrational things. My Note: I invite you to check out The Tipping Point. Manipulations and inspiration are similar, but not the same. And, funny enough, Simon Sinek adds that if people made only rational decisions, and did all the research before making a purchase, no one would ever buy a mac :). Great leaders, in contrast are able to inspire people to act. Starting with why, then, is a way to improve lives. Peer pressure works not because the majority or the experts are always right, but because we fear that we may be wrong. Sales, promotions, advertising, marketing, it’s all versions of manipulations. But how do you inspire? A modern alternative to SparkNotes and CliffsNotes, SuperSummary offers high-quality study guides that feature detailed chapter summaries and analysis of major themes, characters, quotes, and essay topics. Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. For them, rational factors matter more. And then Sinek quotes a famous Henry Ford annotation: “if I had asked people what they wanted they would have said a faster horse”. The loyalists and cheerleaders for each brand will tell you they choose them based on features and benefits, but in truth, the bond is deeper: it’s about who they are. the book, but chapter references should be the same regardless of edition. The Golden Circle 37 4. Read our book summary of Find Your Why by Simon Sinek to discover 3 exercises to find your purpose, live it, and share it. Access a free summary of Start with Why, by Simon Sinek and 20,000 other business, leadership and nonfiction books on getAbstract. The Chosen Path Regardless of WHAT we do in our lives, our WHY — our driving purpose never changes. Finding WHY is a process of discovery, not invention. Start With Why is beginning to answer that in a big way. Simon Sinek also says that gaining a clarity of WHY is not the hardest part. No, because it’s time-consuming, expensive and scatterbrained. Skilled people and communities and providing products at low prices and innovative, and even make millions of dollars but. 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