SIMON SINEK: START WITH WHY
(THE GOLDEN CIRCLE)
Every organization knows WHAT they do. These are products they sell or services they offer.
Apple Computers: “We make computers.”
Some organizations know HOW they do it. These are the things that make them special or set them apart from the competition.
Apple Computers: “Our products are beautifully designed and easy to use.”
Very few organizations know WHY they do what they do. WHY is not about making money. That’s the result. It’s a purpose, cause or belief. It’s the very reason your organization exists.
Apple Computers: “We believe in challenging the status quo and doing things differently.”
CLARITY, DISCIPLINE & CONSISTENCY
It all starts with clarity. You have to know why you do what you do. People don’t ‘buy’ what you do, they buy WHY you do it. So if you don’t know why you do what you do, how will anyone else?
Once you know why you do what you do, the question is then HOW will you do it? Your values or principles will guide how to bring your cause to life. How we do things manifests in the systems and processes within an organization and culture. Understanding How you do things and more importantly, having the discipline to hold the organization and all it’s employees accountable to those guiding principles enhances an organization’s ability to work to its natural strengths.
Everything you say and everything you do has to prove what you believe. A WHY is just a belief. That’s all it is. HOWs are the actions you take to realize that belief. And WHATs are the results of those actions – everything you say and do; your products, services, marketing, PR, culture and whom you hire. If people don’t buy WHAT you do, but rather WHY you do it… then all of these things must be consistent.