Have you ever made a request to your colleague, child, boss, peer - to find out that they did nothing with it? Or have you found yourself in the position where you are running a vital project or have a great product yet it isn't getting the attention that it deserves?
Start With Why might be able to explain that.
Why start with why?
It's not a philosophical question - rather it is asking, why should we?
Great leaders and great organization begin with explaining the purpose, their motivations and what they believe in. It speaks directly to the Brain’s Limbic system – this is the part of the brain that controls the decision making and where trust is built.
"If people made only rational decisions, and did all the research before making a purchase, no one would ever buy a Mac. But of course people do buy Macs. And some don't just buy them - they love them, a feeling that comes straight from the heart. Or the limbic brain". - Simon Sinek
What comes after the Why and the What?
The How. These are the processes and actions that are needed to achieve the Why. The How – we are talking about actions taken, not theory – also speak to the Limbic brain. The how helps reinforce the message put out in your Why.
The What, on the other hand, is what appeals to your Rational Control senses – i.e. the neocortex. This is the part of your brain that controls your senses, spatial reasoning, analytical thinking and language. Most people think this is the part of the brain used in analyzing options and making decision – but actually, this is probably what we use to justify the decisions our Limbic brain has already made for us!
The Golden Circle
Simon talked about the Golden Circle over ten years ago. He used Apple to explain – from a business perspective – how the company communicated inside out.
"Everything we do, we believe in challenging the status quo, we believe in thinking differently".
"We make products that are beautifully designed and user friendly".
"We just happen to make computers, do you wanna buy one?"
Talking inside out is not limited to corporate messages or sales. It’s an effective way of communicating regardless of whether you are making a simple request, setting a vision for your department, or launching a start up.
Listen to our first podcast to find out more on how you can use Start With Why to explore how it has been successfully used in history, how we can use it to earn trust, and how we can use it to reflect of on the topic of finding our passion.
Inspiration vs. Manipulation
We talked a lot about Apple and their Golden Circle. What is it that other companies are doing which isn't earning that long term trust?
Manipulation.
Think back to the last time you went to the Supermarket. You may have been looking for yogurts or may have been shopping for socks. What were some of the key factors that got you to make your selection? The likelihood is that price was a strong factor. A "3 for 2" offer, for example, could sway you into buying one brand over another. This is the heart of manipulation - changing the conditions to make, in this case, a product more attractive. Manipulation is not limited to price, it can come in the form of fear, aspiration, price, promotion, peer pressure, and novelty.
If Starting With Why is so powerful, then why are we taught marketing [read as manipulation] in MBA course? Why are we not taught the psychology of selling and the complexities of human behavior and the brain?
Whereas MBAs do touch on human behavior, they spend more time on marketing strategies such as introductory offers, bundling, loyalty etc as they are more tangible and implementable in most organizations. Although starting with why has been demonstrated as effective, it requires a shift in mentality and behaviour by the entire organization: a paradigm shift.
Finding Passion and Fulfillment
A man wondered around a construction site where three bricklayers were at work. The man asked the first bricklayer what he was doing. “I’m laying bricks,” the worker replied. He then asked the second bricklayer the same question. “I’m putting up a wall,” he said. The passerby then asked the question one more time, this time to the third bricklayer. The response: “I’m building a cathedral.” - John C. Maxwell
In this story, we have three men at work. All laying bricks down. All completing the same task for the day. At face value, there is no difference between their roles. The likelihood is that they work the same hours, they get paid the same, and live in similar neighborhoods.
But something about that story has caught your attention, just like it caught mine.
That's the purpose that each man has in mind for the job they are doing. Some of us see what we do as a task that leads to the next "I am laying bricks" whilst others can connect it to the greater purpose "I am building a cathedral".
Fulfillment requires us to see how our jobs, tasks that we do, or volunteering contributes towards the larger picture. When we are able to see the larger picture, we stop seeing things as just another task. Some of us might find that fulfilment in our jobs, some of us find it in our family, others in our hobbies - whereas others have not quite found it yet. That's ok. It takes time. It took us 32 years to find ours - what's important is that you keep your mind open and reflect on Your Why.
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