Great leaders and organizations can create sustainable change because they inspire others. In the process, they create loyal followers who stick with them through thick and thin, so they can create success again and again. In this book, Simon Sinek explains what it means to start with WHY, and how it can create true, lasting success for you and your business. In our Start with Why summary, we’ll give an overview of the “Golden Circle”, and how starting with WHY can create a loyal following and bring you past the tipping point to success.
Manipulation vs Inspiration
You can motivate people through carrots and sticks, or manipulations. In fact, they work so well that they are used everywhere in sales and marketing, and have become the norm in our society. Although they work, their effects are short-term in nature, and are costly over time. Generally, manipulations work well for one-time transactions (e.g. a reward for returning a lost dog), but they do not build loyalty. Here are some examples:
• Fear is one of the most powerful forms of manipulation. Marketers and politicians play on our fears, like fear of illness, death, and loss, with messages like, “you must buy or do this, or beware of the consequences…”.
• Peer pressure. The use of celebrity endorsements, or messages like “4 out of 5 doctors prefer this solution”, “over a million satisfied customers have tried this”, are all manipulations using peer pressure. They appeal to our fear of being wrong, or being left out.
• Price. When the price is low enough, people will buy. However, dropping prices means less profit, and may not be sustainable in the long run.
• Promotions like “buy 1 get 1 free” or cash-back incentives, are also used rampantly to boost short-term sales.
To make people want to go the extra mile, you need to touch them in a different way. Great leaders – like Steve Jobs, the Wright brothers and Martin Luther King – inspire people with a deeper sense of purpose or belonging. When you develop a lasting relationship built on loyalty, followers who will stick by you even when you slip up, or when better options emerge.
The Golden Circle
The Golden Circle helps us to understand why we do what we do, and it’s closely related to how we’re built biologically. The most impactful and inspiring leaders and organizations communicate from inside-out. They start with WHY, and the WHATs are merely proof of their beliefs.
Sinek breaks this down further into 3 parts: the Clarity of WHY, the Discipline of HOW, and Consistency of WHAT (more details in the book and full 12-page summary. You need all 3 components, and you need them in the correct sequence:
A strong WHY offers reasons for people to buy, and gives you flexibility to offer a wide range of WHATs as a manifestation of your cause. For example, Steve Jobs and Steve Wozniak created Apple to start a revolution, not sell computers. Apple stands for thinking differently, for challenging status quo, for simplifying technology so individuals could have the same power to create as big companies. Its earliest fans and supporters weren’t just buying computers – they were buying what Apple stood for; and because Apple’s WHY was so strong, people could relate to a wide range of their products, from the iPod to Mac.
Obviously, good products are important, but you don’t need the best or perfect product. You need a good-enough product with a strong WHY.
WHY AND HUMAN BIOLOGY
All human beings have a biological need to belong, and we are willing to go out of our way to get that feeling. In fact, our limbic brain, which is in charge of our decisions, is also the part of our brain that’s in charge of feelings, like trust and loyalty. That’s why, when we “follow our heart” or make a “gut decision”, it involves our emotions-centered limbic brain and such decisions “feel right”.
In fact, the Golden Circle explains 3 levels of certainty in our decision-making. Decisions that start with WHY literally win hearts and minds. And, when we’re inspired by a product or brand, it even becomes a mirror of who we are. To build loyalty, you need to (a) inspire people with WHY, (b) adopt inside-out communication with an alignment of your Why, How and What. Get more details in the book or our book summary.
Applying the Golden Circle
What does the Golden Circle mean for us? Essentially, you can apply it to
• Create a following;
• Create a tipping point; and finally
• Create lasting success
Two people given the exact same job could view it very differently – one could find it laborious and boring, while the other feels pride and joy. One could give up in face of obstacles, while the other perseveres to success. The difference is in their WHY or sense of purpose. Sinek illustrates this using several examples, like the Wright Brothers and their quest for man’s first flight, Martin Luther King Jr and the American Civil Rights Movement, the Endurance expedition to explore the Antarctica, and more.
People start to trust you when they understand your beliefs (WHY), and can see that your actions (HOW) and results (WHAT) are aligned with your beliefs.
Find those who believe
Common values and beliefs hold people together and build a strong and trusting organization. Start by finding people who are passionate for your WHY (your belief, cause or purpose), before assessing if they have the right skill sets and experience. Then, create the right environment where people feel a sense of belonging, and feel safe to take risks, seek advice, and depend on others for support.
Rally those who believe
Common values and beliefs hold people together and build a strong and trusting organization. Start by finding people who are passionate for your WHY (your belief, cause or purpose), before assessing if they have the right skill sets and experience.
Create a tipping point
Focus on the 15-18% of innovators and early adopters who believe what you believe, and want to incorporate your ideas and products into their lives. To inspire and create loyalty, you need charisma and conviction, which comes from the clarity of your WHY. You can then amplify your WHY to reach enough people (the book explains what this entails, in 3 layers or dimensions). You can get more details from our complete 12-page summary.
Create lasting success
Most of us, or our organizations, will reach a point when our WHY gets fuzzy, and is not longer aligned with our WHAT. The book elaborates on examples like Wal-Mart and Starbucks, with some recommendations on how to maintain your alignment as you grow.
Other Details in “Start With Why”
Finding your WHY is a process of discovery, and the hardest part is not just to discover the WHY, but to stick to it and have the discipline to maintain balance and alignment with your HOWs and WHATs. The book is full of examples to help us understand the concept at work. For more details, please go to startwithwhy.com, buy the book here or get a more detailed overview in our Start with Why summary bundle!
Read more from Simon Sinek with our Leaders Eat Last summary.
Start building loyalty and lasting success today!