When employees belong, they will guarantee your success. Beyond the structure and systems a company is nothing more than a collection of people. For a logo to become a symbol, people must be inspired to use that logo to say something about who they are. A loyal customer is so inspired by your brand that they are willing to turn down a better price or product to continue doing business with you. Finding the people who believes what you believe. There are other factors that must be considered, factors that exist outside of our rational, analytical, information-hungry brains. Early adopters, like innovators but to a lesser degree, are willing to pay a premium or suffer some level of inconvenience to own a product or espouse an idea that feels right. His limbic brain is smart and often knows the right thing to do. For passion to survive, it needs structure. In Start With Why, Simon explains that behaviour is influenced in two ways; inspiration, or manipulation. Regardless of WHAT we do in our lives, our WHY – our driving purpose, cause or belief – never changes. The hard part follows when you have to hold yourself accountable to this, you need discipline. A symbol cannot have any deep meaning until we know WHY it exists in terms bigger than simply to identify the company. They are in pursuit of WHY, they hold themselves accountable to HOW they do it and WHAT they do serves as the tangible proof of what they believe.”. Only then will they talk about you without any prompts or incentives. ”Great second or third CEOs don't take the helm to implement their own vision of the future; they pick up the original banner and lead the company into the next generation”, ”The WHY does not come from looking ahead at what you want to achieve and figuring out an appropriate strategy to get there. As their companies had grown, they had lost a sense of their why. The what, or the doing part requires consistency and authenticity. The short term gains of manipulation may seem like the easy option, but it isn’t sustainable. If they didn’t achieve their desired outcome, they understood it was because of a decision they made at the start of the process. 2. Simon is a trained ethnographer and Start With Why draws upon real-life experiences and examples to identify a naturally occuring pattern, a way of thinking, acting and communicating that gives some leaders the ability to inspire those around them. It’s the combination of the why-types and the how-types that create inspirational partnerships. Samuel Pierpont Langley was a Harvard math professor who had great networks. Leading is not the same as being the leader. This is absolutely crucial if you are trying to build trust and loyalty with your consumers. The farther right you go on the curve, the more you will encounter the clients and customers who may need what you have, but don’t necessarily believe what you believe. You will mustinclude too much info online in this document to speak what you really are trying to achieve in yourreader. It I a false assumption that differentiation happens in HOW and WHAT you do. The goal is not to hire people who simply have a skill set you need, the goal is to hire people who believes what you believe. It should be to focus on the people who believe what you believe. If a customer feels inspired rather than manipulated to buy a product, they will be able to verbalize the reasons why they think what they bought is better. Good to Great by Jim Collins is another great read, Collins outlines a model for turning an average or mediocre company into a great one. Only the Wright brothers started with Why. The goal of business should not be to do business with anyone who simply wants what you have. Trust is not a checklist. And it all starts with WHY. Gut decisions don’t happen in your stomach. Hope you like it. Start With Why Download [Pdf]/[ePub] eBook. Success comes when you are clear in pursuit of WHY you want it.”, “For great leaders, The Golden Circle is in balance. Even if we canвЂ™t physically join you, we are committed to providing tools and resources to support you as a WHY champion! However, this means the why can lose clarity. ”It's not a debate about better or worse anymore, it's a discussion about different needs. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. When we feel like we belong we feel connected and we feel safe. Once that is established, only then should their skill set and experience be evaluated. Those who are able to inspire will create a following of people – supporters, voters, customers, workers – who act for the good of the whole not because they have to, but because they want to. It’s the difference between a fad and an idea that changes an industry or society forever. More features. So here it is – Simon Sinek´s book Start with why as a PDF summary. Those who trust work hard because they feel like they are working for something bigger than themselves. They were pursuing exactly the same goal, but only the Wright brothers were able to inspire those around them and truly lead their team to develop a technology that would change the world. Once buyers get used to paying a lower-than-average price for a product or service, it is very hard to get them to pay more. This is why those decisions take more time, feel difficult or leave us uncertain.”, “And that's why the Apple logo is upside down to the user and the right way round for everyone else…”. The practical-minded, technophobic mass markets response was predictable. They are good at giving us things we should never think of asking for. they can describe and define their product or service. They are the ones who start with WHY. But neither plants seeds of loyalty. But, when they start with why, and when their consumers share their beliefs, a sense of belonging occurs and as a consequence, their products symbolise these beliefs. The pessimists are usually right, but it is the optimists that change the world. I don’t like it. Back to biology again, Simon identifies humans attraction to those with similar beliefs and values. Actually, I recommend you to watch the talk before you move on to Start with why pdf summary. Those who are able to inspire give people a sense of purpose or belonging that has little to do with any external incentive or benefit to be gained. Put simply, it helps us understand why we do what we do. Inspiring loyal customers means putting in the hard work, but gaining long-term benefits. It comes from looking in the completely opposite direction from where you are now. If your WHYs and their WHY correspond, then they will see your products and services as tangible ways to prove what they believe. And when that happens, manipulations that rely on price, features, service or quality become the primary currency of differentiation. Typical manipulations include dropping the price, running a promotion, using fear, peer pressure etc. Regardless of the industry or size, inspirational leaders know why they do what they do. What if we showed up to work every day to be better than ourselves? For some its money, for others its fame or awards. They go home happier and have happier families. We make great computers. Fear, real or perceived, is arguably the most powerful manipulation. Start with Why: How Great Leaders Inspire Everyone to Take Action is a book by Simon Sinek. Download Start With Why Summary in pdf infographic, text and audio formats, or preview the book summary via our blog. There are many ways to motivate people to do things, but loyalty comes from the ability to inspire people. About Start With Why pdf summary. a reward for returning a lost dog), but they do not build loyalty. If you have the discipline to focus on the early adopters, the majority will come along eventually. “The goal of business then should not be to simply sell to anyone who wants what you have—the majority—but rather to find people who believe what you believe, the left side of the bell curve. The leader sitting at the top of the organization is the inspiration, the symbol of the reason we do what we do. Loyal customers often don´t even bother to research the competition. Great organizations don’t just drive profits, they lead people and they change the course of industries and sometimes our lives in the process. Although they work, their effects are short-term in nature, and are costly over time. It is the discipline to trust one´s gut, to stay true to one’s purpose, cause or beliefs, remaining completely in balance and authentic is the most difficult part. Our need to belong is not rational, but it is a constant that exists across all people in all cultures. Wal-Mart was WHAT Walton built to serve his fellow human being. Though products may drive sales, they alone cannot create loyalty. Since I … Measuring other metrics such as positive customer feedback and work-life balance can mean the why stays in focus. An organization must work actively to remind everyone WHY the company exists. That infrastructure is what actually makes any measurable change or success possible. Price, quality, features and service are important, but they are the cost of entry in business today. A company is a culture, a group of people brought together around a common set of values and beliefs. No matter where we go, we trust those with whom we are able to perceive common values or beliefs. Some may be very successful and even make millions of dollars, but they will never build billion dollar businesses or change the world. The struggle that so many companies have to differentiate or communicate their true value to the outside world is not a business problem, it’s a biology problem. For this reason and organization must be clear about its purpose, cause or belief and make sure that everything they say and do is consistent with and authentic to that belief. “Companies that fail to communicate a sense of WHY force us to make decisions with only empirical evidence. If a company does not have a clear sense of WHY then it is impossible for the outside world to perceive anything more than WHAT the company does. Passion comes from feeling like you are a part of something that you believe in, something bigger than yourself. Addicted to the short term results, business today has largely become a series of quick fixes added on one after another. The notes also work as inspiration when I’m working on something that needs an injection, so it is really helpful to me. Companies with a strong sense of WHY are able to inspire their employees. The strong sense of culture creates a sense of belonging and acts like a net. All great leaders have charisma because all great leaders have clarity of WHY; an undying belief in a purpose or cause bigger than themselves. When WHY, HOW & WHAT are in balance, authenticity is achieved and the buyer feels fulfilled. Simon believes that true leadership means having the ability to inspire people, to provide them with a purpose outside of any benefits or incentives. That meaning lives in our minds, not in the item itself. It is the percentage of people who share your beliefs and want to incorporate your ideas, your products and your services into their own lives as WHATs to their own WHYs.”. People who come to work with a clear sense of WHY are less prone to giving up after a few failures because they understand the higher cause. What the American automakers did with their rubber mallets is a metaphor for how many people and organizations lead. Trust begins to emerge when we have a sense that another person or organization is driven by other things than their own self-gain. Gaining clarity of WHY is not the hard part. We desire these things to align, and with that we build trust. He will no longer be the loudest part of the megaphone; he will become the source of message that is to flow through the megaphone. They wanted to be first. Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. It’s not “integrity”, its “always do the right thing”; not “innovation”, but “look at the problem from a different angle”. Passion need structure to survive, bu for structure to grow, it needs passion. And no one wants to help us. They will voluntarily share your messages, your ideas, and the rest will be inspired. It’s time to switch the focus, the majority of organisations will track their progress based on what they do – the money they make. Very few companies know WHY they do what they do (and it's not to make money, this is a result). WHAT – We just so happen to make great computers. Absent the proper language to share our deep emotions, our purpose, cause or belief, we tell stories. Overview. The only variation is the score we use. Memorizing your viewing habits and records shows on your behalf without you needing to see it. And they won’t be working hard and looking for innovative solution for you, they will be doing it for themselves. Those who work for Apple´s competitors, companies that have defined themselves as “computer manufacturers”, come to work to develop “more innovative” computers. When most companies and people think, act or communicate they do so from the outside in, from WHAT to WHY. Now think about how we do business. They still knew what they did and how they did it, but their why had gone fuzzy. Apple does not have a lock on good ideas; there are smart, innovative thinkers at most companies. Simply put, we love this book. Everything we do, we believe in challenging the status quo. Most people are quite functional in the real world and can do their jobs and do very well. And just like a person struggling to put her emotions into word, we rely on metaphors, imagery, and analogies in an attempt to communicate how we feel. This protects the people inside the organisation, and they know that because of the shared beliefs and values, the organisation, and fellow colleagues, can all work together as one, and have each other’s back. Generally, manipulations work well for one-time transactions (e.g. Start with Why Summary book. Loyal customers results in returning business. Both the Wright brothers and Langley were highly motivated. Most people in the world are HOW-types. 2. It is WHY they do it. There are two forms of approaching business: manipulation o r inspiration. For values or principles to be truly effective they have to be verbs. Although these techniques may help you make a sale, they do not benefit any long-term gains. The notes are almost all the way Simon Sinek´s words and every line change works as a new paragraph. The author suggests that a balance must be achieved between the WHY, HOW, and WHAT. I always underlines what I think is important in the books i read. For transactions that occur an average of once, carrots and sticks are the best way to elicit the desired behavior. Did ever wonder why you get up every day? The drive to win is not, per se, a bad thing. In an attempt to differentiate with more features, the product start to look and feel more like commodities and, like price, the need to add yet another product to the line of compensate for the commodization ends in a downward spiral. The WHY does not come from looking ahead at what you want to achieve and figuring out an appropriate strategy to get there. Sinek argues that inspiration is the more powerful and sustainable of the two. As it grows the leader’s role changes. They perceive greater value in what you do and will happily pay a premium or suffer some sort of inconvenience to be a part of your cause. You have to earn trust by communicating and demonstrating that you share the same values and beliefs. When we make gut decisions, the highest level of confidence we can offer is: the decision feels right, even if it flies in the face of all the facts and figures. Without first understanding of WHY, the comparison itself is of no value on the decision maker. Fulfilling all your responsibilities does not create trust. Achievement is something you reach or attain, like a goal. For those who are inspired, the motivation to act is deeply personal. Many people who achieve great success don’t always feel it. With trust comes a sense of value – real value, not just value equated with money. Novelty can drive sales but the impact does not last. They follow their dreams and have a vision they can express. There’s no fear or mis-trust. “Great companies don't hire skilled people and motivate them, they hire already motivated people and inspire them.”. Start With Why by Simon Sinek | Book Summary by Paul Minors, Why Manipulation is not the same as inspiration, 'Leadership means that customers will continue to support your company even when you slip up. To that end, we have several low-cost and free resources available here, as well as a fantastic online course to help you find your WHY., You never need hundreds of thousands of dollars to start. We are drawn to leaders and organizations that are good at communicating what they believe. The goal is to hire those who are passionate for your WHY, your purpose, cause or belief, and who have the attitude that fits your culture. One without the other is almost useless. Check out other translated books in French, Spanish languages. Success, is a feeling or a state of being. Simply offering a high-quality product with more features or better services or a better price does not create difference. — Simon Sinek, Start with Why. Simon emphasises the importance of each piece of the Golden Circle being in the right order and balanced, before a person or an organisation has the ability to inspire. Problems arise when the metrics become the only measure of success, when what you achieve is no longer tied to WHY you set out to achieve it in the first place. When communicating from the inside and out, the WHY is offered as the reason to buy and the WHAT serve as the tangible proof of that belief. The influencers need to be people who share your beliefs. Success, in contrast, is a feeling or a state of being. This is because the early majority will not try something until someone else has tried it. When we don’t know an organization WHY, we don’t know what to expect, so we expect the minimum – price, quality, service, and features – the commodity stuff. It is, in practice, a megaphone. The vision and charisma of the leader are enough to attract the innovators and the early adopters. Achievement comes when you pursue and attain WHAT you want. When you know your WHY, the highest level of confidence you can offer is: I know its right. Start With Why is a great read for anyone looking to discover their sense of purpose or belonging, anyone who is looking for that big picture ‘why’ we do the things we do. However, pulling together a team of likeminded people and giving them a cause to pursue ensures a greater sense of teamwork and camaraderie. Download Pdf Start With Why Summary > http://fancli.com/16vp4u 80% had achieved their financial goals! If done properly, that’s what marketing, branding and products and services become; a way for organizations to communicate to the outside world. Apples competitors lost their cause, they turned from companies with a cause into a company that sold products. Home » Blog » Book Summaries » Start With Why by Simon Sinek | Book Summary by Paul Minors. Why do you get out of bed in the morning, what is the companies purpose, and why should anyone care? And they increase the stress for both buyer and seller. ', 'Achievement is something you reach, like a goal. When a company is small the founder has plenty of direct contact with the outside world. For no other reason than because we want to leave the organization in a better state than we found it? Differentiation happens in WHY and HOW you do it. He had many wealthy friends … An organisation effectively becomes the vessel through which a person with a clear purpose, cause or belief can speak to the outside world. The goal of a business should not be to simply sell to anyone who wants what you have – the majority – but rather to find people who believe what you believe, the left side of the bell curve. For the seller, selling based on price is like heroin. Only when the WHY is clear and when people believe what you believe can a true relationship develop. The reason so many small businesses fail is because passion alone can’t cut it. Their willingness to pay a premium to use your product or service says more about them than it does about you and your products. Were always competing against someone else. A WHY is just a belief. There is no manipulation or coercion, followers are inspired and feel fulfilled by the work that they do. WHY it was founded in the first place. WHATs exist in the part of the brain that controls rational thought and language. Simon Sinek’s main motivation is to inspire leaders and organisations, to inspire others. The vision is a public statement of the founder’s intent, WHY the company exists. But when you compete against yourself, everyone wants to help you. It does not come from extensive interviews with customers or even employees. Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe. Both had keen scientific minds. “Differentiation happens in WHY and HOW you do it. First a few observations about my experience with Start With Why. Both had a strong work ethic. Simon recalls attending the Gathering of Titans where americas most successful entrepreneurs gather together. If the founder we're to get hit by a bus and die, would the business be effected? For a WHY to have the power to move people it must not only be clear, it must be amplified to reach enough people to tip the scale. This is my pdf summary of Start With Why by Simon Sinek. Loyalty is when people are willing to turn down a better product or better price to continue doing business with you. Energy motivates but charisma inspires. comment. Your role in the process is to be crystal clear about what purpose, cause or belief you exist to champion, and to show how your products and services help advance that cause. But both groups are similar in that they rely heavily on their intuition. “Leadership is the ability to rally people not for a single event, but for years. Real innovation changes the course of industries or even societies, like the light bulb, the microwave and iTunes. Moodify – How to personalize digital services in the future, start-with-why-simon-sinek-chapter-summaries, summary-of-start-with-why-chapter-by-chapter. We take risks that are illogical, driven by emotion. Better service. WHAT the company says and does represents the rational thought and language of the neocortex. Authors. What authenticity means is that your golden circle is in balance. Energy is easy to see, measure and copy. That very compelling emotion that causes us to do quite irrational things. The logo embodies an entire value set – their own. This is the genius of great leadership. Decision-making and the ability to explain those decisions exist in different parts of the brain. When we share values and beliefs with others, we form trust. We want to be around people and companies who are like us and share our beliefs. It needs to publicize some higher purpose, cause or belief to which those with similar values and beliefs can relate. Again, a WHY is just a belief, HOWs are the actions we take to realise that belief, and WHATs are the results of those actions. And before the discussion can even happen, the WHYs for each must be established first.”. Apple products symbolise a user’s beliefs, it’s a status symbol. Since I already have the notes I thought that perhaps someone else could benefit from it. Consumers and investor are completely at ease with Apple offering so many different products in so many categories. Tagged with: book-summary-start-with-why, notes-from-book-start-with-why, notes-on-start-with-why, Simon SInek, simon sinek leadership, simon-sinek-start-with-why-book-summary, simon-sinek-storytelling, simon-sinek-why-chapter, simon-sinke-why-chapter, Start with why, start-with-why-chapter-summary, start-with-why-simon-sinek-chapter-summaries, start-with-why-simon-sinek-summary, start-with-why-summary, starts-with-why-sinek-summary, summary-of-start-with-why-chapter-by-chapter, summary-start-with-why, The golden circle, why what how. Edison: “I didn’t find a way to make a light bulb, I found a thousand ways how not to make one”. Over time, they cost more and more. 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