Simon Sinek is an ex-advertising executive and author, but he is not your average entrepreneur. He is the first to say that he isn’t a revolutionary, but that evolution lead him to where he is today. His theory about the Golden Circle has changed the way people think about business and life.
Simon completed half a law degree before going to work at some of the biggest ad agencies in the world – Euro RSCG and Ogilvy & Mather. This is where he had his first taste of corporate life and the manipulation that takes place with both employees and consumers. The structured way of doing things worked for the companies he worked at, but did it really work for the employees?
In Start With Why Simon makes it apparent that human behaviour is influenced by two things – inspiration and manipulation. If people understand why you do something, they will go to extraordinary lengths to incorporate it into their lives. Emotion motivates people.
Simon emphasises that starting with Why works in big business, small business, politics, and non-profit organisations. He reiterates in his book that very few organisations know why they do what they do. They can tell you what they do and how they do it, but the why is always a grey area.
Simon asks a simple question: Why are some people and organisations more influential, innovative, and profitable than others? If you look back in history, men like Martin Luther King Jr. and the Wright Brothers had nothing in common, but they all started with Why, which allowed them to inspire those around them to achieve remarkable things.
Simon has studied leaders who have an influence across the world and realised that they all think, act, and communicate in the same way – the complete opposite to everyone else. These people are part of the Golden Circle. He recognised that those who start with Why never manipulate, they inspire and people willingly follow because they want to, not because they have to.
This trait is an important one to have in any company or organisation as it gives people a sense of purpose and belonging beyond any incentive. It creates an environment that is more productive, creative, and people are happy to come to work.
We’ve all added this book to our Christmas lists and you can be sure that we’ll be kicking back this festive season and answering the big question – why do we do what we do? Get your copy from Takealot, Exclusive Books or Loot – you won’t be disappointed!
If you would like to watch or listen to a great interview by Simon Sinek check this one out: