Start with Why
5 minutes — Start with Why by Simon Sinek is a book about how to inspire people to take action.
The premise is that people are more likely to follow leaders and organizations who communicate their "why" - their purpose, cause, or belief - than those who simply communicate their "what" (products or services) or "how" (processes and features).
Sinek argues that people are motivated by emotions, not logic.
When we hear a message that resonates with our emotions, we are more likely to pay attention, remember it, and share it with others.
And the best way to connect with our emotions is to speak to our why.
The Golden Circle
Sinek introduces a model called the Golden Circle to illustrate this concept.
The Golden Circle is made up of three layers: why, how, and what.
Why: The why is the purpose, cause, or belief that drives an organization or individual. It is the reason why they exist.
How: The how is the way in which an organization or individual achieves their why. It is their processes and features.
What: The what is the product or service that an organization or individual offers. It is the tangible thing that they do.
Sinek argues that most leaders communicate from the outside in, starting with their what and then moving on to their how and why. However, the most inspiring leaders and organizations communicate from the inside out, starting with their why and then moving on to their how and what.
Examples of Inspiring Leaders and Organizations
Apple: Apple's why is to "challenge the status quo and empower the individual." This is evident in everything they do, from their products to their marketing.
Martin Luther King, Jr.: King's why was to "create a world where all people are treated equally." He inspired millions of people to fight for civil rights.
The Wright Brothers: The Wright brothers' why was to "fly." They were obsessed with building a machine that could fly, and they never gave up.
Benefits of Communicating from the Why
Your why helps you to attract and retain loyal customers and employees.
When people understand and believe in your why, they are more likely to support you over the long term.
Your why helps you to differentiate yourself from your competitors.
When you communicate your why clearly, you stand out from the crowd.
Your why helps you to make better decisions.
When you have a clear understanding of your why, it is easier to make decisions that are consistent with your values and goals.
How to Start with Why
Define your why.
What is your purpose, cause, or belief? What drives you?
Clarify your how. How do you achieve your why?
What are your processes and features?
Communicate your why and how.
Share your why and how with your customers, employees, and the public.
Call-Out Quotes
"People don't buy WHAT you do; they buy WHY you do it."
"The goal of business is not to make money; that is the result. The goal of business is to make a difference."
"Leaders inspire action by communicating their why clearly and consistently."
Relevant Business Research
There is a growing body of business research that supports Sinek's ideas.
A study by Harvard Business Review found “companies that have a clear and well-articulated purpose perform better financially than those that don't.” (Hamel, G., & Prahalad, C. K. (2005). Strategic purpose: How to create and implement a winning strategy. Harvard Business Review, 83(10), 138-148.)
A study by University of California, Berkeley found “employees who are motivated by their company's mission and values are more productive and engaged.” (Pfeffer, J., & Sutton, R. I. (2006).
A study by Sinek's own company found that 95% of employees at companies that communicate their why clearly are proud of the work they do (2010).
Conclusion
The why helps leaders become powerful communicators. By understanding and communicating your why, you can attract and retain loyal customers and employees, differentiate yourself from your competitors, and make better decisions.