Probably the world's simplest idea.
I call it "The Golden Circle" This little idea explains why some organizations and some
leaders are able to inspire where others aren't.
Every single person, every single organization on the planet knows what they do.
100% Some, know how they do it.
But very very few people or organizations know why they do what they do.
By "Why" I mean what's your purpose, what's your cause, what's your belief?
And why should anyone care?
The inspired leaders and the inspired organizations all think, act and communicate from the inside
out.
Let me give you an example.
If Apple were like everyone else, a marketing message from them might sound like this: "We
make great computers, they're beautifully designed, simple to use and user-friendly.
Wanna buy one?"
Meh.
That's how most marketing is done, that's how most sales is done, we say what we do,
we say how we're different or how we're better and we expect some sort of behavior: A purchase,
a vote, something like that.
Here's 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.
Wanna buy one?"
People don't buy what you do, people 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.
Again, the goal is not just to sell to people who need what you have, the goal is to sell
to people who believe what you believe.
If you um hire people just because they can do a job, they'll work for your money.
But if you hire people who believe what you believe, they work for you with blood and
sweat and tears.
Something called the "Law of Diffusion of Innovation" The first 2.5% of our population
are our innovators.
The next 13.5% of our population are our early adoptors, the next 34% are our early majority,
our late majority and our laggards.
But if you want mass market success or mass market acceptance of an idea, you cannot have
it until you achieve this tipping point between 15 and 18% market penetration.
So, it's this here, this little gap that you have to close.
Because you see, the early majority will not try something until someone else has tried
it first.
And these guys, the innovators and the early adoptors, they are more comfortable making
those intuitive decisions driven by what they believe about the world and not just what
product is available.
These are the people who stood in line for 6 hours to buy an iPhone when they first came
out.
Leaders hold the position of power or authority.
Those who lead, inspire us.
Those who start with why that have the ability to inspire those around them or find others
who inspire them.
Thank you very much.