Start With Why by Simon Sinek

Simon Sinek in his book, START WITH WHY  says, “Leadership requires two things: a vision of the world that does not yet exist and the ability to communicate it”.

For those that want to truly feel successful should challenge themselves with Simon Sinek’s book START WITH WHY in applying his golden circle theory to learn the power of communication using the three steps-Why, How, What in that specific order. When you become a leader that is able to articulate a purpose through an inspirational way, you will achieve long term success that brings both financial achievement and personal gratitude.

Visionary business leaders like Steve Jobs or Elon Musk not only are able to vision a product or service that will help them improve the lives of the consumers and create a world that does not yet exist but able to inspire the world, especially those around them, to understand why their vision of a product or service is vital for the future. Their job doesn’t end there. They toil day-in and day-out in making those visions come true by crafting a plan of action as to how those visions can be made into a reality. These are skill sets that are crucial if one wants to be not only a visionary business leader but a leader in their own chosen fields.

For instance, ask yourself a question, ‘Why is Apple so successful year after year? How is it that their products have influenced a movement, brought in new tech culture to this era? Every company has the same access to resources, skills and opportunity so what is it about Steve jobs that inspire change and bring long-term success? Apple communicates differently.

The Golden Rule : WHY –  The golden rule entails three parts, Why , How, What. But first, you must identify the kind of leader you would like to be. There are two kinds of leaders that influence behavior, either manipulating or inspiring. When you have customers that repeatedly buy your product or service based on sale or promotion, you are manipulating them to choose your company because you offer better deals than your competitors. However, they will eventually leave when something better comes along their way because they are not attached to any real purpose in buying your product other than the benefit it brings. This kind of customer influence brings short-term success. When you are a leader that influences behavior by inspiring you are building loyal customers who believe in your vision and share your success as part of theirs. Inspiring leaders bring long-term success because they start with “why”.

Why is the first step to The Golden Rule, you must have clarity of why, which is articulating clearly the purpose and vision that connects customers to your product or service as to why you are doing this. Remember, “Customers don’t buy what you do, they buy why you do it”.  That is the first step to being a leader that leads; you want to step out of the conventional method of selling your product and instead sell your idea and vision.

Apple’s vision as stated by Tim Hook  is “We are on the face of the earth to make great products. We believe in the simple not complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution in which allows us to innovate in ways other cannot. We don’t settle for anything less than excellence in every group in the company.”

They sell their idea not their product that is the difference; the products entail the company’s’ vision and purpose and that is why customers are moved by apple in itself as a corporation and not just the individual products. Their idea is simple and accessible.

The Golden Rule: HOW –  Next golden rule is How. How will you demonstrate your why into a definite plan? Practicing the discipline of HOW is showing how you will stay grounded to the company’s vision and consistent with your game plan that will bring results.

The Golden Rule: WHAT –  Finally, consistency of what. Consistent practice will bring great results. What is translating the game plan into action and bringing results that reflect your why. This builds a trusting and loyal relationship with your customers.

When you follow Simon Sinek’s golden circle rule you will learn “How Great Leaders inspire everyone to take action”. There is a fine line between feeling successful and being successful, leaders that lead with a purpose and communicate their vision to inspire others truly experience success. As Simon Sinek says “Achievement is something you reach or attain, like a goal. It is something tangible, clearly defined and measurable. Success, in contrast, is a feeling or a state of being.” They inspire others to open up their minds and have a greater outlook on the way they view the world. Apple is a great example of how an idea, a vision is inspiring individuals and bringing change to the world.

Great leaders are in pursuit of “why” then they hold accountable for their why by doing the how and what. However, the why is the hardest. Many people expect to find the why in the process of their invention but really the “why’ comes from you. You cannot look for it outside, you need to discover your purpose from within. Then, Start With Why, pick up this book up and learn The Golden Circle of how great leaders truly inspire change.