Notes on start with why by Simon Sinek via TED
Source: TED
When I watched it: Most recently, March 2020.
Why I re-watched it: I’ve been researching ways leaders can better deal with the changes driven by social distancing. I remembered this book on leadership communication and found the TED talk. If you’re leading through change right now, you may find these notes useful.
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My notes
About Simon Sinek
Simon Sinek is an American author and motivational speaker. He is the author of five books, including Start With Why (2009) and The Infinite Game (2019).
Inspiring leaders start with why.
The great inspiring leaders think, act, and communicate the same way.
Simon Sinek codified a framework he calls the “Golden Circle”. At the core, is the why. The middle ring is the how. And the outside ring is the what. Most people communicate by starting from the outside and working their way in. They start with what, move to how, and then talk about why. But according to Sinek, inspiring leaders start from the inside of the Golden Circle and work their way out. They start with why.
People buy because of why.
The what is the idea you’re selling.
The how is what differentiates your idea.
The why is the cause, purpose, and beliefs driving your idea.
According to Simon Sinek, people don't buy what you do; they buy why you do it.
Your goal should not be to sell everybody who needs what you have. It should be to sell everyone who believes what you believe.
The biology of the human brain
From the top down, the human brain is broken into three major components: the neocortex, the limbic brain, and the reptilian brain. Our neocortex is responsible for reason, language, and learning. Our limbic brain is responsible for our emotions, memories, and habits. And our reptilian brain is responsible for our vital functions such as heart rate and breathing.
The goal is to first speak to the limbic brain to drive emotions and then allow the neocortex to rationalize those feelings. You want to avoid a reaction like this: “I know the data says it's good, but it doesn't feel right.” Your goal is to get a reaction like this: “It just feels right.”
Apple success example
Apple doesn’t say, “we make computers.” Apple says, “we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers.”
TiVo failure example
TiVo started with what instead of why by saying, “we have a product that pauses live TV, skips commercials, rewinds live TV, and memorizes your viewing habits without you even asking." And the market said, "we don't believe you, we don't need it, we don't like it, and you're scaring us."
MLK success example
Martin Luther King Jr. didn’t tell people what needed to change in America. He told people what he believed. "I believe, I believe, I believe…”