A book review of Start With Why: How Great Leaders Inspire Everyone to Take Action, by Simon Sinek
The premise of this book is that most people in business cannot identify why their customers are their customers, and why their employees are their employees, and therefore they don’t know how to attract more of each. Start with why, writes Simon Sinek. Start everything you do by first asking why you do what you do. The genius of this book is that it is that simple. When you can answer why you do something, your message reaches your customers and employees and you become successful. This is in part because people don’t buy what you do; instead, they buy why you do it, according to Sinek. Convey why your business does what it does and you turn into a great leader and your business turns into a great success.
Sinek says most every company knows what they do quite well, and most know howthey do it very well, but very few know why they do what they do. Most of us don’t even think to ask ourselves why we do what we do. We settle with the ‘what ‘and the ‘how’ and we think that is all that is important or needed to convey to our customers and employees.
The why of what you do is your purpose, your cause, your belief. Identify the emotions attached to the why or the cause, and you can then convey a very powerful message. Sinek introduces the Golden Circle, a simple visual explaining a formula producing repeatable and predictable results. The levels of the Golden Circle of Why, How and What (with Why in the center of the Golden Circle) correspond with the major levels of the brain, including the limbic brain and neo cortex, with the limbic brain in the center of a second simple visual that corresponds to the Golden Circle. Where most people think from the neo cortex, inspired leaders think from the inside out, says Sinek. He explains that we access the limbic part of the brain to uncover the feelings associated with something. For instance, ‘gut’ decisions stem from the limbic brain.
Read Start With Why and find out how Sinek’s Golden Circle concept can benefit your business. I highly recommend reading this book because it will get you thinking about new ways to influence human behavior and it provides highly creative leadership skills.