how do you explain when others achieve the impossible for example why is Apple
so innovative
how do they find a way to be so different they have the same access to
the same talent the same agencies the same consultants the same media and yet
year after year after year they beat out the competition
why was Martin Luther King the leader of the civil rights movement he wasn't the
only man who suffered from a pre-civil rights America and he certainly wasn't
only great orator of the day
so why him and why is it that the Wright brothers were able to figure out
controlled flight when there were certainly others more qualified more
funded and better equipped
why were they first to fly there must be something else here at play and when
you look closely
a pattern certainly emerges all the great and inspiring leaders and
organizations all act think and operate the exact same way and it's the complete
opposite to everyone else
Simon Sinek calls it the Golden Circle why how what this simple concept
explains why some organizations and leaders are able to inspire others you
see everybody and every organization on the planet knows what they do some
understand how they do it but very few know why they do what they do not why
as in to make a profit
that's a result why as in what's your purpose what's your cause what's your
belief
why does your organization exists why do you get out of bed in the morning
and why should anyone care as a result the way we act the way we think the way
we communicate is from the outside in
we start with the clearest thing to the fuzziest thing but the inspire leaders
all think act communicate from the inside out
if Apple were like everyone else an ad from them would sound like this we make
great computers they're beautifully designed simple to use and user friendly
wanna buy one and that's how most of us communicate we say what we do and how
we do it and expect some sort of behavior in return
here's our new law firm we have the best lawyers and our clients always win
do business with us
here's our new car it has great mileage leather seats
the best safety buy our card but none of that is inspiring
here is how Apple actually communicates everything we do we believe in
challenging the status quo
we believe thinking differently
the way we do that is by making our products beautifully designed simple to
use and user friendly
we just happen to make great computers wanna buy one totally different right
it's not what you do it's why you do it that's why we're all perfectly
comfortable with buying computers from Apple as well as phones tablets and now
even watches their products are no better than their competitors
with this in mind you shouldn't just do business with people who need what you
have
you should do business with people who believe in what you believe its all
grounded in our biology
if you look at a cross section of the human brain from the top down you see
the brain is broken down into three major components that fall perfectly
in line with the Golden Circle our newest homo sapien brain the neocortex
corresponds with the what level it is responsible for our rational and analytical
thought and language the how and why corresponds with our limbic brains
which is responsible for all of our feelings like trust and loyalty
it's also responsible for all our behavior all our decision making and has no
capacity for language in other words when we communicate from the outside in
we can understand vast amounts of complicated information like features
and benefits facts and figures
it just doesn't Drive behavior but when we communicate from the inside out
we're speaking directly to the part of the brain that drives behavior
with this in mind here are the three steps every leader should follow to
inspire action
first you have to know why you do what you do
what's your mission your belief your cause what is your purpose then you have
to have the discipline of how you have to hold yourself and your people
accountable to your values and core principles
lastly you have to have consistency of what
everything you say everything you do must prove and align with your why at
the end of the day people don't buy what you do they buy why do it
and what you do serves as the tangible proof of what you believe this has been the
self-made nerd with another video to help you learn and grow if you believe
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