About this video

• Video Title: Start with why -- how great leaders inspire action
• Channel: TEDx Talks
• Speakers: Simon Sinek
• Duration: 00:18:02

Overview

This video explores the concept of "starting with why" as the key to inspiring action, drawing parallels between successful leaders and organizations like Apple, Martin Luther King Jr., and the Wright brothers. Simon Sinek introduces the "Golden Circle" model (Why, How, What) and explains how communicating from the inside out, by starting with purpose and belief, is more effective than communicating from the outside in, which focuses on features and benefits. The talk also touches upon the biological basis of decision-making and the law of diffusion of innovation.

Key takeaways

• The Golden Circle: Great leaders and organizations communicate from the inside out, starting with "Why" (purpose), then "How" (process), and finally "What" (product/result). This contrasts with most who communicate from the outside in.
• Inspiration vs. Transaction: People are inspired to follow leaders and organizations that communicate their "Why," their purpose, cause, or belief. They don't buy what you do; they buy why you do it.
• Biology of Decision-Making: The human brain's limbic system, responsible for feelings like trust and loyalty, drives behavior and decision-making. Communicating the "Why" directly appeals to this part of the brain.
• Law of Diffusion of Innovation: To achieve mass-market success, it's crucial to attract the first 15-18% of the population (innovators and early adopters) who are driven by belief, not just features. These early adopters can then help "cross the chasm" to the broader market.
• Proof of Belief: What organizations and leaders "do" serves as the tangible proof of what they believe. This is why people are willing to work with more dedication for a cause they believe in, as exemplified by the Wright brothers and Martin Luther King Jr.

The video discusses Apple as a prime example of a company that successfully "starts with why." Despite being just a computer company with access to the same resources as its competitors, Apple inspires innovation and loyalty by communicating its core belief in challenging the status quo and thinking differently. Their marketing messages focus on this "why" before detailing their products' features, leading people to buy into their vision and, consequently, their products. This approach explains why consumers are willing to purchase various products from Apple, not just computers, and why other companies that lacked this clear "why" (like Gateway or Dell with electronics) failed to gain similar traction.

The transcript provides a few key statements related to Apple:

How Apple doesn't communicate (like most companies): "We make great computers. They're beautifully designed, simple to use and user friendly. Wanna buy one? -- Meh."

How Apple actually communicates: "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Wanna buy one?"

Sinek's conclusion about Apple: "This explains why every single person in this room is perfectly comfortable buying a computer from Apple. But we're also perfectly comfortable buying an MP3 player from Apple, or a phone from Apple, or a DVR from Apple. But, as I said before, Apple's just a computer company. There's nothing that distinguishes them structurally from any of their competitors."