They are those who understand the art before science they win hearts before minds. Biologically speaking, when you look at the brain, Simon points out that his Golden Circle concept directly corresponds to the major levels of the brain. Typical manipulations include dropping the price, running a promotion, using fear, peer pressure etc. 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. When manipulations thrive, uncertainty increases for buyers, instability increases for sellers and stress increases for all. Peer pressure works not because the majority or the experts are always right, but because we fear that we may be wrong. They still knew what they did and how they did it, but their why had gone fuzzy. In addition, we love the TED talk on this same topic. Skills are secondary. Want to buy one? But one step was missing in Japan. We follow those who lead because we want to and for selfish reasons. The logo embodies an entire value set – their own. If you are interested in finding your why – you can, If you loved the summary, and want to read more, you can purchase the book on. I always underlines what I think is important in the books i read. The vision and charisma of the leader are enough to attract the innovators and the early adopters. Consumers and investor are completely at ease with Apple offering so many different products in so many categories. Bossidy focuses on what it is that sets successful companies apart from those that fail. Energy motivates but charisma inspires. It is when that emotional feeling goes deeper than insecurity or dreams that the emotional reaction aligns with how we view ourselves. Manipulations don’t breed loyalty, although they can drive sales. When a WHY is clear, those who share that belief will be drawn to it and maybe wants to take part in bringing it to life. “Leadership is the ability to rally people not for a single event, but for years. 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. We do better in places that reflect our own values and beliefs. 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. Those who work for Apple´s competitors, companies that have defined themselves as “computer manufacturers”, come to work to develop “more innovative” computers. Reviews Reviewer: Synester - favorite favorite favorite favorite favorite - January 29, 2020 Subject: "WHY" great insight from this book is " People don't buy based on what you do. You have to talk about your WHY and prove it with WHAT you do. The aim should be to inspire loyal customers. If done properly, that’s what marketing, branding and products and services become; a way for organizations to communicate to the outside world. People live their life to win. Those who are inspired are willing to pay a premium or endure inconvenience, even personal suffering. The mission statement is a description of the route, the guiding principles – HOW the company intends to create hat future. There are other factors that must be considered, factors that exist outside of our rational, analytical, information-hungry brains. And they won’t be working hard and looking for innovative solution for you, they will be doing it for themselves. If your WHYs and their WHY correspond, then they will see your products and services as tangible ways to prove what they believe. This is my pdf summary of Start With Why by Simon Sinek. Start With Why by Simon Sinek | Book Summary by Paul Minors, Why Manipulation is not the same as inspiration, 'Leadership means that customers will continue to support your company even when you slip up. We desire these things to align, and with that we build trust. The strong sense of culture creates a sense of belonging and acts like a net. Simon relates this all back to biology, our craving for a sense of belonging is a basic human instinct. Price, quality, features and service are important, but they are the cost of entry in business today. Simon is a trained ethnographer and Start With Why draws upon real-life experiences … They are good at giving us things we should never think of asking for. When WHY, HOW & WHAT are in balance, authenticity is achieved and the buyer feels fulfilled. ”It's not a debate about better or worse anymore, it's a discussion about different needs. One without the other is almost useless. Organizations use the tangible features and benefits to build a rational argument for why their company, product or idea is better than another. Authenticity is when you say and do the things you actually believe. Loyal customers results in returning business. 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. When a decision feels right, we have a hard time explaining why we did what we did. they know that their unique selling point is the reason they stand out. Without first understanding of WHY, the comparison itself is of no value on the decision maker. But when you compete against yourself, everyone wants to help you. We make assumptions about the world around us based on sometimes incomplete or false information – we make decisions based on what we think we know. If our golden circle is in balance, WHAT we do is simply the tangible way we find to breathe life into that cause. I don’t need it. First a few observations about my experience with Start With Why. The Golden Circle provides a way to communicate consistently with how individuals receive information. It is those who share your values and beliefs, not the quality of your products that will cause the system to tip. If the levels of the golden circle are in balance, all those who share the organizations view of the world will be drawn to it and its products like a moth to a light bulb. Charisma has nothing to do with energy; it comes from a clarity of WHY. It is a feeling we get when those around us share our values and beliefs. They represent the emotional limbic brain. For great leaders, the Golden Circle is in balance. Simon uses Apple as the example of an inspirational company. Start with Why: How Great Leaders Inspire Everyone to Take Action is a book by Simon Sinek. If a customer feels inspired rather than manipulated to buy a product, they will be able to verbalize the reasons why they think what they bought is better. a reward for returning a lost dog), but they do not build loyalty. Achievement comes when you pursue and attain WHAT you want. If they didn’t achieve their desired outcome, they understood it was because of a decision they made at the start of the process. Put simply, it helps us understand why we do what we do. This is my pdf summary of Start With Why by Simon Sinek. #Inspiration #Leadership #Marketing #Motivation. Without the power to put feelings into words, we are forced to rationalise these decisions with any evidence – the what. You have to earn trust by communicating and demonstrating that you share the same values and beliefs. What a company says and does are the means by which the company speaks. The role of a leader is to create an environment in which great ideas can happen. START WITH WHY – HOW GREAT LEADERS ... SUMMARY Inspired by the Golden Ratio, Simon Sinek proposes the Golden Circle, a set of three concentric circles, with each representing a question. 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. An American executive went to see a Japanese car assembly line. Those who know WHY need those who know HOW. Today, we are more familiar with manipulation. The symbol is no longer about Harley, it’s about them. It is something tangible, clearly defined and measurable. Refusing to consider the law of diffusion will cost you. The short-term gain is fantastic, but the more you do it, the harder it becomes to kick the habit. People are either motivated or they are not. They are in pursuit of WHY, they hold themselves accountable to HOW they do it and WHAT they do serves as the tangible proof of what they believe.”. When a company clearly communicates their WHY and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives. They are less likely to be swayed by incentives. Please upgrade today! Without clear communication of values and beliefs, a company or organisation will struggle to reach the consumers in the way they want. It means that everything you say and everything you do you actually believe. If you engage the limbic brain from the get-go, the how and the why, you go straight to the decision-making part of the brain & allow the decision to be made while the neocortex can rationalise the feeling. Download PDF . “You have to earn trust by communicating and demonstrating that you share the same values and beliefs. Lesson 1: If you want to inspire others, always communicate your why first. Henry Ford: if I had asked people what they wanted, they would have said a faster horse. Once that is established, only then should their skill set and experience be evaluated. No matter where we go, we trust those with whom we are able to perceive common values or beliefs. However, pulling together a team of likeminded people and giving them a cause to pursue ensures a greater sense of teamwork and camaraderie. Loyalty is when people are willing to turn down a better product or better price to continue doing business with you. Being a leader means you hold the highest rank. Better service. The what portion of the Golden Circle takes place in the neocortex – where rational thought and analytical thinking occurs. However, this means the why can lose clarity. Steve Jobs is the why – the visionary, and Steve Wozniak was the how – he made it happen. When it comes to hiring employees, you have to be looking for those who share the same beliefs and values as you. Inspiring loyal customers means putting in the hard work, but gaining long-term benefits. They are the ones who start with WHY. Start With Why Pdf Free. When all three are in balance, trust is built and value is perceived. That these people have the ability to lead because they truly inspire their followers. They follow their dreams and have a vision they can express. There are many ways to motivate people to do things, but loyalty comes from the ability to inspire people. Without the ability of explaining why the organisation does what it does, there will be no inspiration. Trusting their guts and intuition, these people will make the greatest sacrifices to help see the vision become a reality. So here it is – Simon Sinek´s book Start with why as a PDF summary. And they increase the stress for both buyer and seller. 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. Service was his higher cause. The goal of business should not be to do business with anyone who simply wants what you have. I always underlines what I think is important in the books i read. Of course, these notes can´t replace the real book and I suggest that you read the book before you go through the notes. Everything usually boils down to price with them. 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. Only with mutual trust can an organization become great. (This part engages the consumer on an emotional level. He had many wealthy friends … Cultures are groups of people who come together around a common set of values and beliefs. And this is why, we’ll pay more money for an Apple MacBook than a PC. Achievement comes when you pursue and attain WHAT you want. Again, a WHY is just a belief, HOWs are the actions we take to realise that belief, and WHATs are the results of those actions. This results in reciprocal behavior. As their companies had grown, they had lost a sense of their why. Trust comes from being a part of a culture or organization with a common set of values and beliefs. Simon Sinek’s main motivation is to inspire leaders and organisations, to inspire others. Loyalty is when people are willing to suffer some inconvenience or pay a premium do business with you. LEARN HOW TO SET UP A BASIC SYSTEM FOR STAYING ORGANISED! The notes also work as inspiration when I’m working on something that needs an injection, so it is really helpful to me. Ex: Wal-Mart. The Golden Circle is a concept described by Simon, it shows how certain leaders have the ability to inspire action rather than simply manipulating people to act. “Companies that fail to communicate a sense of WHY force us to make decisions with only empirical evidence. It is not born out of any market research. We make great computers. HOW we do things manifests in the systems and processes within an organization and the culture. Manipulations are perfectly valid strategy for driving a transaction. If a company adds too many novel ideas too often, it can have a similar impact on the product or category as the price game. If the founder we're to get hit by a bus and die, would the business be effected? ', 'Achievement is something you reach, like a goal. Those who truly lead are able to create a following of people who act not because they were swayed, but because they were inspired. 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. 2. 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. ', 'Finding WHY is a process of discovery, not invention.'. Marketing and branding needs to inspire believers, it needs to allow consumers to attach their own beliefs and values to a product. Achievement is something you reach or attain, like a goal. But both groups are similar in that they rely heavily on their intuition. Differentiation happens in WHY and HOW you do it. Success, in contrast, is a feeling or a state of being. It should be to focus on the people who believe what you believe. Nearly every company or organization starts the same way: with an idea. People come to work knowing that their bosses, colleagues and the organization as a whole will look out for them. Tivo attempted to convince consumers to buy by telling them only WHAT the product did. The only way people will know what you believe is by things you say and do, and if you´re not consistent in the things you say and do, no one will know what you believe. A company is a culture, a group of people brought together around a common set of values and beliefs. Wal-Mart was WHAT Walton built to serve his fellow human being. The more organisations and people who learn to also start with WHY, the more people there will be who wake up feeling fulfilled by the work they do. Download Start With Why Summary in pdf infographic, text and audio formats, or preview the book summary via our blog. 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. Tagged with: book-summary-start-with-why, notes-from-book-start-with-why, notes-on-start-with-why, Simon SInek, simon sinek leadership, simon-sinek-start-with-why-book-summary, simon-sinek-storytelling, simon-sinek-why-chapter, simon-sinke-why-chapter, Start with why, start-with-why-chapter-summary, start-with-why-simon-sinek-chapter-summaries, start-with-why-simon-sinek-summary, start-with-why-summary, starts-with-why-sinek-summary, summary-of-start-with-why-chapter-by-chapter, summary-start-with-why, The golden circle, why what how. 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