Ideas don’t have to be complex to be valuable. Twice this week, I heard someone say, “Start with Why.” As a tech entrepreneur, I often ignore that aphorism. Someone who embodies it (and made it famous) is Simon Sinek. He is a motivational speaker and organizational consultant who gained widespread recognition after his 2009 TED Talk, “How Great Leaders Inspire Action,” which remains one of the most-viewed TED Talks ever, with almost 70 million views. This talk introduced his core framework: The Golden Circle, the concept that catapulted him to fame. It is a simple but powerful model for understanding why some leaders and organizations inspire while others don’t. It consists of three concentric circles, like a bullseye. At the center is Why, the middle ring is How, and the outermost ring is What. |
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Most people and organizations focus on the outermost circle first—what they do—and then work inward. Sinek flips this approach, arguing that great leaders and companies start from the inside out: start with Why. Why Start with Why? Here’s an analogy: Think of a magnet. The strongest force comes from its core. Similarly, in leadership and business, the Why is your core—it’s what attracts people to you. It’s not just about selling a product; it’s about sharing a belief or vision that resonates emotionally with others. For example:
The Biological Connection Sinek ties this idea to how our brains work. The outer layer of the brain (the neocortex) processes logical information like facts and figures (What), but decisions are driven by the limbic brain, which controls emotions and instincts (Why). When you lead with Why, you speak directly to people’s feelings, inspiring trust and loyalty. Simplified Takeaway Think of it like this: If you want people to join your cause or buy into your vision, don’t just tell them what you’re selling or how great it is. Tell them why it matters—to you and to them. Starting with Why connects hearts before minds, creating a lasting impact. In short, the Golden Circle isn’t just a business strategy; it’s a way to inspire action by leading with purpose. I met Simon through friends before his first book came out. Then, in 2009, he gave a speech to the Dallas Chapter of EO, and then visited my office to speak with our team afterwards. I still remember how well-received he was. It was right at the beginning of his meteoric rise, two short months after the release of his famous book "Start With Why." Here's the article I wrote in 2009 after that visit: |
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Inspiration is stronger than persuasion. It gives people a sense of purpose and belonging that has little to do with external incentives or benefits.
Simon Sinek, who is quite charismatic and well-spoken, is delivering this message to a rapidly growing fan base.
My team thought Simon was inspiring, engaging, and insightful.
You can watch a short video that introduces his material below.
In addition, you can explore more of his ideas in his book, Start with Why: How Great Leaders Inspire Everyone to Take Action.
An Example of Finding the Right Person for a Job.
Who do you believe will do a better job, someone who takes a job because of the salary and benefits ... or someone truly inspired to accomplish the job's purpose?
Phrased that way, of course, you know the answer. Still, how can you leverage this to better select customers and employees?
For example, Simon uses the story of Sir Ernest Shackleton to illustrate this concept. Shackleton was preparing to lead the first expedition across Antarctica in 1914. Legend has it that when seeking crew members for his journey, Shackleton placed the following ad in a newspaper:
"MEN WANTED FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL. HONOUR AND RECOGNITION IN CASE OF SUCCESS.
- SIR ERNEST SHACKLETON"
When the expedition became stuck in the ice and could not be rescued for 22 months, not a single man was lost. The reason Simon gave for their unlikely survival was that Shackleton hired survivors that could deal with the situation and were aligned with the mission and purpose.
Can you imagine writing an ad like that to attract the right people to your cause?
Watch This Video.
Here is a video of Simon speaking at a TED Conference. It is an excellent intro to his stuff.
Other Resources:
- Here is a link to Simon's Blog. (2023 Note: this now links to his old blog, which is poorly formatted but interesting to see. His new website/blog can be found here.)
- Here is a link to Videos of Simon.
- Here is a link to an article on why to know someone else's Why. (PDF Version)
- Here is a link to Simon's Book: Start with Why.
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It's now more than ten years later, and Simon is one of the most prominent leaders in leadership development and has published five books, to much acclaim.
Part of his success is the charisma and pith with which Simon speaks and writes - but a large part is his focus on what makes humans human. He's not preaching a leadership mantra focused on the bottom line and revenue; he's focused on the aspects of human nature that don't change. He's focused on purpose and the elements of leadership that apply to everyone - not just CEOs.
As we move into an era of increased volatility – both in markets and business - these leadership principles will become more important.
Understanding your "WHY" is vital if you want to make a difference (and not be replaced by an AI). It’s also vital in making discipline the easier choice.
If you haven't read any of his books, they're all good, but I suggest "Start With Why" and "The Infinite Game."
Skype's Kodak Moment: Remnants of a Past Era
Last week, Microsoft announced that Skype would shut down in May ... after over two decades of service.
Hydrox existed before Oreo, and Betamax before VHS.
But Skype might be even more surprising. Skype was so ubiquitous that it became a verb and eponymous with video calling. As a world traveler, Skype also used to be the go-to international calling app.
Imagine if Kleenex, Jell-O, or Band-Aids went out of business.
That’s what Skype did - and it’s not the first tech business to fail similarly...
Thinking Linearly in an Exponential Age
Humans can’t do a lot of things. Honestly, the fact that we’re at the top of the food chain is pretty miraculous.
We’re slow, weak, and famously bad at understanding large numbers or exponential growth.
Making matters worse, our brains are hardwired to think locally and linearly.
It’s a monumental task for us to fathom exponential growth … let alone its implications.
Think how many companies have failed due to that inability … RadioShack couldn’t understand a future where shopping was done online – and Kodak didn’t think digital cameras would replace good ol’ film. Blockbuster couldn’t foresee a future where people would want movies in their mailboxes because “part of the joy is seeing all your options!” They didn’t even make it long enough to see “Netflix and Chill” become a thing. The list goes on.
via Diamandis
Human perception is linear. Technological growth is exponential.
There are many examples. Here is one Peter Diamandis calls “The Kodak Moment” (a play on words of “a Kodak Moment”... the phrase Kodak used in advertising to mean a “special moment that’s worth capturing with a camera”).
In 1996, Kodak was at the top of its game, with a market cap of over $28 billion and 140,000 employees.
Few people know that 20 years earlier, in 1976, Kodak had invented the digital camera. It had the patents and the first-mover advantage.
But that first digital camera was a baby that only its inventor could love and appreciate.
That first camera took .01 megapixel photos, took 23 seconds to record the image to a tape drive, and only shot in black and white.
Not surprisingly, Kodak ignored the technology and its implications.
Fast forward to 2012, when Kodak filed for bankruptcy – disrupted by the very technology that they invented and subsequently ignored.
via Diamandis
Innovation is a reminder that you can’t be medium-obsessed. Kodak’s goal was to preserve memories. It wasn’t to sell film. Blockbuster’s goal wasn’t to get people in their stores, it was to get movies in homes.
Henry Ford famously said: “If I had asked people what they wanted, they would have said faster horses.” Steve Jobs was famous for spending all his time with customers, but never asking them what they wanted.
Two of our greatest innovators realized something that many never do. Being conscientious of your consumers doesn’t necessarily mean listening to them. It means thinking about and anticipating their wants and future needs.
Meanwhile, despite Skype having several features that Zoom still hasn’t implemented, Zoom recognized an opportunity during COVID and capitalized. When Microsoft bought Skype, they focused on adding several new features and expanding the range of services instead of improving the quality of their audio or video. Meanwhile, when Zoom entered the space, they brought much better servers and the ability to have much larger rooms. More attendees meant a wider variety of use cases and quicker adoption and referral cycles. They also made it easy to join a Zoom room. Instead of getting your e-mail up front and forcing you to create an account to use it, they let you join a meeting without an account. You only needed an account to host a meeting.
They focused on making it easy to use their service and on having a clear identity instead of trying to ride every wave and become unfocused. Of course, at the same time, Microsoft stopped focusing on the tool, with an increased focus on their new competitor to Zoom, Teams.
Tech and AI are creating tectonic forces throughout industry and the world. It is time to embrace and leverage what that makes possible. History has many prior examples of Creative Destruction (and what gets left in the dust).
Opportunity or Chaos … You get to decide.
Don’t forget ... you don’t have to be the first mover to win in the end.
Onwards!
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