Book Insights – Start With Why

Start With Why by Simon Sinek

In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who’ve watched his TED Talk based on Start With Why—the third most popular TED video of all time.

How Great Leaders Inspire Everyone to Take Action.

#1. The path to loyal, repeat customers is not through manipulation.

It comes at a high cost to the company and the customer.

You cannot build a loyal customer base by manipulating people.

#2. People don’t buy WHAT you do, they buy WHY you do it.

The Golden Circle—WHY, HOW, WHAT—explains how values are injected into purchasing decisions and human behavior.

#3. Fuel the human desire to belong to influence purchasing decisions.

Usually the companies with the greatest loyalty don’t have the fastest service, best quality or the greatest price.

But they give people a way to show the world who they are and what they believe in.

#4. The order of The Golden Circle matters.

The only way others know what you believe is from the things you say and do. And it takes consistency to relieve them of any doubt.

But if you don’t know WHY, you can’t know HOW.

#5. Trust is not a checklist.

People motivated by a cause—the WHY—guarantee a higher chance of success than people that might have more qualified skills.

Great organizations become great because of the people inside of it.

#6. If you can get it in the hands of early adopters, the majority of the population will follow.

The hard part is finding enough influencers to get your word around.

If you reach enough influencers, it can mean the difference between a fad and an idea that changes society forever.

#7. Find a partner. Those who know WHY need those who know HOW and vice versa.

If viewed from the top-down, like a cone, The Golden Circle can also be used as a tool for structuring the internal framework of an organization.

Why: CEO
How: Senior executives
What: employees

#8. A logo becomes a symbol because of its purpose.

The CEO shouldn’t focus on the outside market but on internal inspiration.

The logo ought to symbolize the reason employees walk through the door every morning.

#9. Once the flame of passion dies, the company dies.

A company’s leaders must hold the same beliefs as its founder.

When a company loses clarity of its WHY, things start to deteriorate.

#10. Pay it forward.

While looking back on his own feeling of hollowness, Sinek codified why some marketing worked and others didn’t.

The result was The Golden Circle.

Image Source: SmartInsights

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Note: content compiled for Ads of Bangladesh with support of Deep Note.

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