Simon Sinec explains, in less than 20 minutes, why some companies, movements, individuals inspire while others do not. Using the concept of the Golden Circle, he highlights the differences between what we do, how we do them, and … dun dun dun…why we do them: what’s our purpose, our cause, our belief? The biology of the human brain explains our process of thought as consumers, how the limbic brain and the neocortex work in concert to express how we feel about any given product or service and how that drives our behavior.

For example, consider how Apple positions their products versus other computer companies perfectly qualified to produce similar products, but don’t have close to the market share Apple does. What’s the difference? It’s the why.

Key takeaways:

  1. People don’t buy what you do, they buy why you do it.
  2. The goal is not to do business with EVERYONE, but to do business with people who BELIEVE WHAT YOU BELIEVE.
  3. There are leaders, and those who lead. We follow those who lead not for them but for ourselves.

Riddle me this: why does your organization exist? Better yet, the existential question: why do you exist? What’s your own purpose, your cause, your belief?

Mine? Because all human beings should feel safe and empowered in pursuit of their dreams.

As Mark Twain once said, “The two most important days in your life are the day you are born, and the day you find out why.”

So I challenge you: what’s your why?

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