How great leaders inspire action | Simon Sinek | TED - YouTube

Why do some companies and individuals achieve things that defy all assumptions, while others do not? Apple, Martin Luther King, and the Wright brothers, for example, stand out despite having the same resources as their peers. The key to their success is the Golden Circle: Why? How? What? This concept reveals that inspiring leaders and organizations all think, act, and communicate from the inside out—starting with Why—unlike others who do the opposite.

Every organization knows What they do, and some know How they do it, but very few know Why they do it. The Why isn't about making a profit; it's about purpose, cause, and belief. It's about why the organization exists and why anyone should care.

Consider Apple. If they were like everyone else, they might say, "We make great computers. Want to buy one?" Instead, Apple starts with Why: "Everything we do, we believe in challenging the status quo. We believe in thinking differently." This approach is why people don't just buy a computer from Apple; they buy into Apple's belief.

People don't buy what you do; they buy why you do it. This is not opinion, but biology. Our limbic brain is responsible for feelings, trust, loyalty, and decision-making, and it has no capacity for language. This is why when we communicate from the inside out, we connect with the part of the brain that controls behavior.

The Wright brothers are another example. They succeeded in powered man flight because they were driven by belief, not by the pursuit of wealth and fame like their competitor Samuel Pierpont Langley. Those who shared the Wright brothers' belief worked with them with blood, sweat, and tears.

The law of diffusion of innovation explains that mass-market success is only achieved after reaching a tipping point between 15 and 18 percent market penetration. Innovators and early adopters make decisions based on their beliefs, not just available products.

In conclusion, those who lead inspire us not because of their authority, but because we share their beliefs. They start with Why and thus have the ability to inspire those around them or find others who inspire them.

The original article: https://m.youtube.com/watch?v=qp0HIF3SfI4&list=PLV7xfBoJKBNQ3yhYgQRqocSWs1MKF7j0n&index=4