Summary Golden Circle by Simon Sinek

VISION
BELIEF
CAUSE
DRIVES DECISION
PROVIDES CONTEXT
PURPOSE
FINDING = DISCOVERY, NOT INVENTION
FILTER: DECISION MAKING
FROM LOOKING BACK ENERGY MOTIVATES
by CHARISMA CHARISMA INSPIRES
NEED: CLARITY to INSPIRE COMMANDS LOYALTY
>> PRODUCTIVE
EMPLOYEES
>> INNOVATIVE
WHY 1. VISION
LEADERSHIP MUST HAVE 2. COMMUNICATION
==> INSPIRE ACTION
INNOVATORS
LEADER ATTRACTS
EARLY ADOPTERS
DREAMERS
VISIONARIES
DIFFUSION of INNOVATIONS
OPTIMISTS (Everett Rogers)
WHY-TYPES
SEE FUTURE INNOVATORS
CHANGE INDUSTRIES
IDEA GENERATORS
FRONT MEN
PERSONIFY THE WHY AGGRESSIVELY PERSUE NEW IDEAS + PRODUCTS
CEO FOCUS ON HOW, NOT OUTSIDE MARKET ATTRACTED BY CHARISMA + VISION
CONNECTING => GOOSE BUMPS
CHALLENGE OTHERS
NEVER CHANGE
TRUST THEIR GUT / INTUITION
PAY PREMIUM / INCONVENIENCE
ACTION
PRINCIPLES EARLY ADOPTERS
VALUES NO IDEA GENERATORS!
INFRASTRUCTURE ATTRACTED BY CHARISMA + VISION
NEED: DISCIPLINE APPRECIATE ADVANTAGE NEW IDEAS + PRODUCTS
LIVE IN HERE & NOW SEE POTENTIAL
HOW GET THINGS DONE
SYSTEMS TAKE RISKS
BUILD STRUCTURES
HOW-TYPES PROCESSES TRUST THEIR GUT / INTUITION
BACKGROUND MEN (MOST PEOPLE)
PAY PREMIUM / SOME INCONVENIENCE
MOST SUCCESSFUL ENTREPRENEURS
Golden Circle CFO + COO EARLY MAJORITY
CAN CHANGE PRACTICAL => RATIONAL
BOOK: SLIGHTLY COMFORTABLE with NEW
MISSION STATEMENT IDEAS
"START WITH WHY" PRODUCTS
SAY + DO
HOW GREAT LEADERS NEED RECOMMANDATIONS
PROOFS 'WHY'
INSPIRE EVERYONE CULTURE
TO TAKE ACTION LATE MAJORITY
SYSTEMS PRACTICAL => RATIONAL
NEEDS: CONSISTENCY
NOT COMFORTABLE WITH NEW IDEAS + PRODUCTS
- Simon Sinek - PROCESSES (MAJORITY EMPLOYEES)
NEED RECOMMANDATIONS
CULTURE
WHAT LAGGARDS
HIRE
PRODUCT
RESULTS
SERVICE
MARKETING
PR
= YOU ALREADY KNOW
AUTHENTICITY HAPPENS GOLDEN CIRCLE = IN BALANCE
YOU BELIEVE EVERYTHING YOU SAY + DO
CELEBRITIES


YES ==> AUTHENCITY + FULFILLED BUYER
BALANCE NO ==> STRESS + UNCERTAINTY


FEELING
YES:
BRAIN CONTROLS DECISION MAKING
NO: LANGUAGE


= FEELING PROTECTION
==> NO EXPLORATION
==> NO EXPERIMENTATION
TRUST NO ==> NO RISK TAKING
==> NO ADVANCEMENT IN SOCIETY
==> SELF INTEREST = MOTIVATION
from WHAT you CAN'T SEE


WHAT + HOW CONSISTENT with WHY
WHAT THEY DO EFFECTIVELY PROVES WHY THEY ARE FOUNDED
1. CELERY
SUPERMARKET: WHY = HEALTY FOODS
TESTS celery, rice milk, Oreos, M&Ms
FOUNDER/LEADER HIT by BUS, CONTINUE to THRIVE @ SAME PACE?
2. SCHOOL BUS
CHALLENGE = KEEPING FOUNDING VISION ALIVE


GOAL: ATTAIN / REACH
TANGIBLE
ACHIEVEMENT ACHIEVEMENT
CLEARLY DEFINED
VS MEASUREABLE
FEELING
SUCCESS SUCCESS STATE of BEING
CLEAR WHY