Understanding the why: how great leaders inspire action

Every organisation understands what they do, the products they create and the services they provide. Most also have a general understanding of how they do it, their ‘unique selling proposition’ or ‘differentiating value proposition’. However very few organisations are able to clearly communicate why they do what they do.

In his book “Start With Why”, Simon Sinek teaches others how to become effective leaders and inspire change through thinking from the inside out. Simon uses the example of global technology giant Apple to illustrate how organisations can gain mass market success or acceptance of an idea by thinking, acting and communicating the why before the what.

Sinek explains the biological evidence which proves that communicating from the inside out drives human behaviour, further demonstrating that people don’t buy what you do, they buy why you do it.

For a detailed synopsis of Sinek’s theory and convincing evidence as to why leaders should adopt this theory in their organisations, we recommend viewing Simon Sinek speak on how great leaders inspire action.

SUMMARY OF MAIN POINTS

• People don’t buy “what” you do, they buy “why” you do it;
• The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe;
• The goal is not to hire people who need a job, who just ‘do what you do’, the goal is to hire people who believe what you believe;
• If you talk about what you believe, then you will attract those who believe what you believe;
• There is a difference between ‘leaders’ and ‘those who lead’. Leaders hold a position of power or authority, whereas those who lead inspire us;
• Those who start with the why have the ability to inspire those around them

References:

1                      Simon Sinek: How great leaders inspire action. Available from http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html