A Short Summary of “Start With Why” by Simon Sinek
In the first chapter, Sinek described that we often make assumptions about the world around us regarding incomplete or false information. We sometimes make decisions based on what we think we know, but do we really know why or do we just assume that we know?
“This is important because our behavior is affected by our assumptions or our perceived truths. We make decisions based on what we think we know” -Simon Sinek
The assumptions we make often impact our actions. Sinek gives examples of looking at the bigger picture that can shape your behavior towards driving long-term results. He gives an example about American car manufacturers versus the Japanese. In American car factories, workers on the assembly line apply final fixes on doors using a rubber mallet, whereas in Japan the doors are engineered to fit perfectly from the start. The Japanese said, “We make sure it fits when we design it.” There are those who decide to manipulate the door to fit to achieve the desired result and there are those who start from somewhere very different. Though both courses of action may yield similar short-term results, it is what we can’t see that makes long-term success more predictable for only one.
Maybe you do not realize it, but there is a strong presence of manipulation in today’s society. Most of the sales tactics used by businesses today involve manipulation. These include price, promotions, fear, aspirations, peer pressure, and novelty. Pricing and promotions are the most commonly identified forms of sales manipulation.
Despite the strategy for manipulation, it’s critical to comprehend that these are momentary solutions, just like heroin according to Sinek and that can start a constant cycle of repeated manipulation. Besides, just because the fact that they drive the ideal outcome doesn’t make them right in the long run. Proceeding excessively far down this way will certainly affect long term benefits.
The core of “Start With Why” is the golden circle. Parts in the golden circle are why, how, dan what. In detail, “why” is your purpose, what do you believe in, “how” is your process, actions to realize your why, and “what” is your process, what do you do and the result of why.
When we start with “why”, we go from the inside out of the circle. “why” is the reason to buy and the “whats” merely represent the tangible products as proof of that belief. “whats” are the reasons we can point to rationalize why we so much like a company over another.
Most companies start from the outside. The inspiring companies start with “why”. The inspiring leaders think, act, and communicate from the inside out. Sinek gives the example of Apple as a company that starts from the “why”, Apple’s “why” is to challenge the status quo and empower the individual.
The golden circle is truly important, but only in the right order. Businesses need to understand why they do what they do first, then define the “how”, then the “what”. Only in that order. If this is approached from a “what” perspective first, your product does not appear authentic since you don’t know “why” you’re doing what you’re doing in the first place.
“Energy is easy to see, easy to measure, and easy to copy. Charisma is hard to define, near impossible to measure and too elusive to copy” -Simon Sinek
Every single extraordinary pioneer has charisma because every single extraordinary pioneer have a clearness of “why”. In other words, charisma is from an absolute conviction in an ideal bigger than oneself. Whereas energy can excite, it does not have the capability to inspire. Charisma commands loyalty, energy does not.
“Why” types are the visionaries with overactive minds. They will in general be self-assured people who believe that all their envision can be achieved and they will in general be centered around things the vast majority can’t see, similar to what’s to come. “How” types rather are more reasonable and more pragmatist and will in general be centered around the things the vast majority can see and will in general be better at building them. However, Sinek mentions that “how” types can be very successful but rarely have the ability to build billion-dollar businesses that change the world, and while a “how” type does not necessarily need a “why” type to succeed, a “why” type always needs a “how” type. Another essential ingredient to a successful venture is trust. Without trust, it spoils the vision and tarnishes inspiration.
“The pessimists are usually right, but it’s the optimists who change the world.” -Simon Sinek
The golden circle appeared to be like a cone and apply to an organization's leadership structure. The CEO or top leadership is driving the message of “why”, the senior management drives the “how”, and the largest part of the organization is what drives the “what”. Below the “what” in the cone-shaped “golden circle”, lies the marketplace. This entire group is where all the money is and is seeing your brand’s “why” from the perspective of “what” you do.
Sinek explains why this is tremendously important. If your marketplace is viewing your product by “what” you do, it’s important that your “what” is consistent with your “why”. Sinek states an example of VW (Volkswagen), the people’s car, launching an expensive luxury car. This move was not consistent with VW’s “why” and is the reason luxury brands like Lexus and Acura were created under the Toyota and Honda groups.
You’ve probably heard that before you start a business, market research is important. You do your market research, know your customer and then build your niche. Sinek, however, disagrees.
“The “why” does not come from looking ahead at what you want to achieve and then figuring out an appropriate strategy to get there. It is not born out of market research or for that matter even extensive interviews with customers or employees. It comes from looking in the completely opposite direction from where you are right now. Finding the “Why” is a process of discovery, not invention.” -Simon Sinek
The most important thing is that the “why” is inside you, and once you find it and know your “why”, the most difficult part is to stay true to it.
Every organization starts with “why”, but only the great ones keep their “why” clear constantly. Those who forget “why” they were founded show up to the race every day to outdo someone else instead of outdoing themselves.
