Simon Sinek’s start with why and the Golden Circle
There are very few leaders, products, or companies that create movements. Very few leaders inspire loyalty, not just a single transaction. Very few leaders motivate their followers and employees to stick with them through thick or thin.
Think of leaders like Martin Luther King Jr. Or companies like Apple, Southwest Airlines, or Harley Davidson. These leaders and companies started movements. They have incredibly loyal followers and customers.
What is it that separates them from the rest? It’s that these leaders, products, and companies start with WHY.
Why: Very few people or companies can clearly articulate why they do what they do. This isn’t about running a profitable company—that’s a result. Why is it all about your purpose? Why does your company exist? Why do you get out of bed in the morning? And why should anyone care?
How: Some people and companies know how they do what they do. Whether you call them a ‘’differentiating value proposition’’ or a ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better.
What: Every single company on the planet knows what they do. This is true no matter how big or small the company is or what industry they belong to. Everyone can easily describe the products or services their company sells or the job function they have within the company.
When we start with “Why”, we go from the inside out of the circle. “Why” is the reason to buy and the “Whats” merely represents the tangible products as proof of that belief. “Whats” are the reasons we can point to rationalize why we so much like a company over another.
Simon Sinek cites the example of Apple. In his opinion, Apple is technically no different from its competitors. But Apple communicates from the “Why.” Apple’s “Why” is to challenge the status quo and empower the individual. And their challenging the status quo is a pattern repeating in all they say and do, which is the reason why people perceive Apple as authentic.
Sources:
- https://youtu.be/yI88cccrzu4
- https://medium.com/leadership-motivation-and-impact/the-power-of-starting-with-why-f8e491392ef8
- https://www.freshworks.com/crm/sales/summary-of-start-with-why-blog/
- https://catlintucker.com/2018/01/new-year-your-why/
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