Start With Why (Simon Sinek, 2009)

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  • To influence human behaviour: manipulate it or inspire it.
  • Novelty can't stay forever, someone will eventually overtake it.
    • Toyota overtook GM by 100% since 1990.
  • Celebrity endorsement are blindly followed.
  • The golden circle
    • What: everyone knows what you are doing.
      • The result.
    • How: how they do what they do.
      • The senior executive who got inspired.
    • Why: why they do what they do.
      • The vision from the leader.
  • Brain
    • Neocortex: rational and analytical, WHAT.
    • Limbic: trust and loyalty: HOW & WHY.
  • If people don't buy what you do, they buy why you do it.
  • Proposing your company with why: "why I love about our company is becase ... all our staff look forward to working because it is an inspiration to ... it is amazing how serve customer because ..."
  • Celery test: buying M&M and celery at supermarket, but why? (For health)
  • School bus test: if the founder or CEO get hit by a bus. will the organisation still be able to run?
  • Follow your why, and others will follow you.

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