As entrepreneurs, product managers, and leaders, we often depend on others for support. With all these facts on the table, we believe that Start With Why fits all current and potential entrepreneurs who intend to take their fair share of the global market. %���� A consumer electronics company? Some companies also know HOW they do WHAT they do — their unique differentiators, their value proposition, and their values. ��~£H«{ğq����Y�cb~�guk�¸�x>���v��ތO�؈vO��P����W��җ��:��9H��U#��)�΢�-Y��D��[����L&`����-~���RT�ޮ��U�4M��2�zӲ��T:�Fd���}/12m@��#.E"�i. Talking points can introduce discussion and debate in a meeting. Very few leaders that motivate their followers and employees to stick with them through thick or thin. Steve Jobs once said, “Innovation is saying no to 1,000 things.” If you start with WHY, you know your purpose. 2 0 obj What is it that separates them from the rest? The book’s themes include influence, the purpose of work, and authenticity. For example, a meeting to discuss the benefits of outsourcing graphic design versus hiring an in-house designer might include talking points that encourage attendees to look at the pros and cons of each approach. We say WHAT we do, we sometimes say HOW we do it, but we rarely say WHY we do WHAT we do.”, “When communicating from the inside out, however, the WHY is offered as the reason to buy and the WHATs serve as the tangible proof of that belief.”, A good example that Simon discusses is Apple. Think of leaders like Martin Luther King Jr. Or companies like Apple, Southwest Airlines, or Harley Davidson. At the center of the Golden Circle is WHY. The HOWs are the values and principles that guide your actions and decisions on a day-to-day basis. endobj The only way people will know what you believe is by the things you say and do, and if you’re not consistent in the things you say and do, no one will know what you believe. Millions and millions of consumers identify with the WHY. “Why” is the reason to buy and the “Whats” merely represent the tangible products as a proof of that belief. Sinek points out that companies like Southwest start with their “why” (purpose) and infuse that into the “how” (people, process, technologies) to deliver the “what” (product). Communicate clearly and you shall be understood.” ― Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action. Remember, people don’t buy WHAT you do, they buy WHY you do it. These are all expressions of WHAT. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. Starting with WHY gives your followers and customers a way to identify with you on a personal level. Given this goal, Start With Why covers three aspects of WHY: 1) defining your WHY, 2) understanding how your WHY affects your company on all levels, and 3) making … <>/ExtGState<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> He believes in a world where everyone is fulfilled by their work, that they know their ‘why’ and are constantly doing things that inspire them. As Simon writes, the discipline of HOW can be more difficult than the WHY: “Ironically, the most important question with the most elusive answer — WHY do you do what you do? How do you win a game that has no end? The how and what are tied to the parts of our brain that deal with language. Then you are always caught in this struggle to differentiate yourself in the sea of WHAT. You can also avoid the trap of focusing too much on your competitors and blindly copying whatever features they introduce. For Apple, it’s “Think different.” For Southwest Airlines, its to be the champion for the common man and to make air travel accessible to all. �e���~���ǽ��H�|����( If people don’t buy WHAT you do, they buy WHY you do it, so it follows that if you don’t know WHY you do WHAT you do, how will anyone else? – We highly doubt that, but it sure provides a good starting point for future businesses. 10 Timeline Points to Discuss During the Initial Meeting | Transcription. They are the true differentiators of your product or service. Synonyms for point of discussion include hot topic, talking point, breaking news, controversial subject, headline, subject of debate, topic of conversation, trending topic, big fuss and big issue. People only see the tangible evidence (WHAT), and if that is inconsistent with what you say your WHY is, you appear inauthentic. 1. Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. 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