I’m super pumped to share this book with you? I’ve read this book a few times, I’ve shared it with many.. and every single time, I am still getting gold nuggets out of it. This is one of the best books I’ve read and should be a required reading for everyone who wants to succeed.
This book is for anyone who wants to learn how successful people and organizations get others to buy into their vision, get their offering across clearly and lock in the direction of their business.
You will find that this will seem like the world’s simplest idea, but despite that or maybe because it is, it is neglected or ignored.
Often, I talk to my business friends, team and family about the importance of knowing WHY… Why they want to achieve something, why the chose a certain career path, and why they got into the business in the first place, Knowing WHY acts as a compass through the struggles of life and entrepreneurship.
Simon’s book brings this up 50 levels higher and deeper. As a father at home and a leader in an organization, many of you and myself included, talk about WHAT plenty of times, Some talk about HOW, but very few of us really ever discuss or even know our WHY. And it is not just about the money either.
If we all found our Why, we’d all feel fulfilled every day of our lives….
In this book, Simon tells us if we want to lead and motivate others we need to start with the belief, our cause, our purpose not our Profit…He talks to us about what he calls The Golden Circle… which is loosely based on the Golden ratio, a math concept that describes proportions that are aesthetically pleasing to the eye.
Which consists of 3 concentric circles. WHY being in the bull’s eye or the center and innermost circle, the HOW on the next outer circle and the WHAT in the outermost circle.
All three of these are crucial to know in advance. But Most people and businesses start with the WHAT… What product or service do we sell, then we figure out how we’re going to sell it, and the Why is left to an easy reason, money… success.. but we fail to define it clearly. Our purpose, our cause, and our belief.
The best leaders, communicate the Golden Circle from the inside out.
We uncover our WHY by looking back to our original motivation for starting something, starting a job or a business.
Simon explains “Finding Why is a process of discovery, not invention.”
A great example of this is Apple and Their “ Think Different” slogan. Do you remember Steve Jobs narrating this,
Here’s to the crazy ones.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them,
glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
While some may see them as the crazy ones,
we see genius.
Because the people who are crazy enough to think
they can change the world, are the ones who do.
Their calling to challenge the Status quo and the reason they succeed is they are able to communicate their WHY.
Their WHY excites people, the product or service becomes secondary. Apple customers are convinced by Apple and are more than happy to buy whatever they sell.
“There are only two ways to influence human behavior: you can manipulate it or you can inspire it.
Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
People don’t buy WHAT you do, they buy WHY you do it.
We are drawn to leaders and organizations that are good at communicating what they believe. Their ability to make us feel like we belong, to make us feel special, safe and not alone is part of what gives them the ability to inspire us.” Simon Sinek
I highly encourage you to read the full book as it cites several examples and gets into the nitty gritty of his concepts.
I want to leave you with this main message from Start with why…
We as individuals, our businesses or any movement we are a part of, should always start with WHY. Our reason for engaging in something… This WHY should be the compass that guides our decisions, and every message we communicate to the world. By doing this, we can attract raving and loyal supporters and achieve lasting success.