How to Inspire People to Take Action | Start With Why by Simon Sinek
Start with Why: How Great Leaders Inspire Everyone to Take Action
Book by Simon Sinek
Start with why summary introduction
When Twitter and Facebook were nothing. Then, why did more than 2.5 lakhs people reach the Lincoln Memorial in Washington DC to hear Martin Luther King Jr.? Today, Instead of many tech companies, Why do people stand in line for hours to buy Apple's products? Instead of so many political leaders, Why do we mostly remember Mahatma Gandhi, Abraham Lincoln, Nelson Mandela and Martin Luther King Jr.? Why Wright Brothers made the aeroplane first? While many other people were making a flying machine. Means, how some people do such a thing which the whole world remembers for years? The answers to these all questions are hidden in a very amazing book .
Start with why summary by chapter
"Start With Why".
And today I will share deeply all the interesting things learned from it. Today, In schools and colleges, teachers and professors say thousands of times to students. Build the habit of reading. But still, most of you will not be interested in reading books. But the same work is suggested by some businessmen or influencers. Then you start that work very curiously. Have you noticed ever, that the work was the same? But why were your teachers weren't able to inspire you even after convincing you for years? And a mentor inspired you in only one day. Then the reason is
"The Golden Circle".
Your teachers would have only told you, that What to do? Read this book, read that book, etc. Sometimes they would have told you, how to read? But wouldn't have told you, why to read? Means, your teachers were communicating from outside to inside, starting with "What". While the mentor communicates from inside to outside, starting with "Why". They said, do you want to create your powerful image? Do you want to know such techniques, by which people will hear you carefully? and will notice you? Then read Leil Lowndes' book "How to Talk to Anyone". In which you will get answers to these questions easily. You start reading curiously by being inspired by their inside-to-outside communication by using the Golden Circle. All the influencer leaders and the most trusted brands in the world. Follows the same pattern. Starting with "Why" to communicate from inside to outside. In 1903, When Wright Brothers were making the first flying machine in the world, That, same time Samuel Langley was also trying to make a machine like this. Who had all the things that are required for any invention. Like Education, Experience, Great Trem, Government Support and much more. And another side Wright Brothers had nothing. Then also they succeeded in making the first plane of the world. Because they have a thing that was not with Samuel and their team.
That was a strong "Why".
Wright Brothers' "Why" was very clear. He wanted to make a machine that could fly in the air. Another side, Samuel's purpose was only to get famous and earn money. Due to this, he couldn't make the plane first even after so many resources. And his purpose got to know by this, When Wright Brothers made the plane then Samuel quite his project. Because now he was not the first person to become famous in the world. But think, if Samuel's purpose was only to make a plane. Then would he quit? Maybe No. He would improve that technology more together with Wright Brothers. Wright Brothers believed this from their heart. If they would make the plane, then this thing will be very beneficial for humans. This will completely change transportation. And due to this strong "Why", Both brothers made the first plane of the world. Many people would think that Starbucks is popular due to their coffee. Some would believe that they are famous due to their location and service. But the reason for the globalisation of Starbucks having more than 30,000+ stores in the whole world is "Why". Starbucks wanted to create a third space for the people other than his office and home, Where people can easily talk with their friends, can read books, and get relax. And due to this strong and invisible "Why". People like them. Today, everybody knows, what they do? Some people also know how they do? But only a few would be knowing that why they do so. The same things happen in any organization. Where the staff only know, What to do? Which tasks have to complete? etc. And the managers know, how to do this task? But at the top 1-2 people are there, who are called founders or CEO. They know, why to do this task? Instead of very few people. Their value is the most in any organisation. If staff changes then there is no more effect come on the organization. If managers changes then they will face little difficulty. But if CEOs change then whole the nature of the organisation changes. Have you ever thought? How Nike advertise, without showing their products, that give them millions of dollar to earn. Nike is one the companies in the world, whose World-class selling techniques were also liked by Steve Jobs. Today many companies sell their products by using "What". Which is called
"Feature Selling".
This is a type of selling in which you talk about the product specifications. Like this Smartphone have this big battery, this much Megapixels camera, etc. This type of selling is very boring and weak. Some companies sell their products by using "How". Which is called "Benefits Selling". This is a little bit of good selling. Because it relates to your customers. Like, this chair is very comfortable. That will maintain your posture. Like this. There are very rare companies like Nike and Apple, who sell their product by using "Why". That is called
"Core Selling".
This type of selling is considered very powerful selling. In this, you not only sell your products but also sell your Core Values and Beliefs. For which your company stand. This is about "How people see You". And this is the reason, that the brand like Nike and Apple, can do powerful advertisements based on their values without showing their products. Now I'm going to tell you the exact biological reason. Why people don't inspire by your "What" & "How" i.e. Outside to Inside communication? But they are instantly inspired by "Why" i.e Inside to Outside communication. If you see the cross-section of the human brain. Then that is divided into three parts. That relates to the golden circle. Your outermost brain Neocortex relates to "What". Which is responsible for the calculation and understanding of languages. And the two parts inside the brain create your Limbic Brain.
Which don't understand languages. Because that part of your brain controls Guts feelings and decisions. So when someone communicates from Outside to Inside, then you understand facts and figures. But they don't inspire you to make decisions. But when someone uses "Why" and communicates from Inside to Outside, Then he directly activates your Limbic Brain that controls your decision. By which you get inspire to take action. Then "How" and "What" become the supporter of your decision. That the decision took by you is right. Neuro scientist, Richard Rostak says, In contrast, decisions made with the limbic brain, gut decisions, tend to be faster, higher-quality decisions. This is the reason, No matter how many facts and figures you tell with Apple's users. That Android is better than Apple. But they will never leave Apple's ecosystem. Because the "Why" of every product of Apple is clear. By which their products add up emotionally with the user's limbic brain on the next level. Steve Jobs already knew this very well.
Start with why book summary
During taking decision emotional feeling slams the facts and figures. In fact, the world's first portable MP3 player was made by Singapore-based company Creative Technology Limited. But still, they couldn't get the people's attention. While the iPod that launched 2 years later revolutionaries the music industry. Then why this? Both were the same product. But one flopped and one revolutionary. The reason is companies' way of communicating with people. Creative Technology Ltd. launched its device as a 5GB portable MP3 player with "What". And they didn't reach to "Why". While Apple say, If you want to move by keeping 1000 songs in your pocket. Then iPod is for you. Because Apple knows when a person gets inspired once, then he doesn't need facts to convince further. In actuality, Human Behaviour can be influenced in two ways. One Manipulation and the second Inspiration. In 2004, when Motorola launched their brand new flip phone Razr. Then people like Prime Minister and many more celebrities bought that. By this, Razr's 50M+ units sold only in 2 years. That is a very big success for any company. But in some years, their competitors launched a better feature phone than Razr. Then Motorola's shine has gone haywire. Then the question is, that Instead of this big success. Why did this happen, that customers started forgetting Motorola.
Start with why summary
The reason is Motorola had manipulated the people instead of Inspiring them. Manipulation can be of different types, Like reducing price, selling products based on features only, giving discounts, offering a limited time, etc. These all are considered Manipulation. By which, your sells increases for some times. But loyal customers do not create. Loyal customers are those who get ready to give the premium price of your product by bearing difficulties. They don't care about your competitors. No matter if they sell the same product as you at a cheap cost. Even then your loyal customers won't buy from them. Because they believe in your core values and reason for your business. Those people buy Apple and Harley-Davidson. They never compare that brand with other companies. Because they are connected at a deeper level of brand values, beliefs, and "Why". So there is no question for comparison. "Fortune 500" companies list was first made in 1955. But only 13% of companies are on the list that exists today. And the rest others changed. Because most of the sellers have started manipulating their customers instead of inspiring them. They try to sell products at discounts and cheap prices. But then don't know that, Once your customers got the habit of buying things at low and discount prices. Then they will never buy your product at full price. So, in the business, no need for dealers who sell things by manipulation, you need a leader, who shares core values and beliefs with people by inspiring.
Microsoft's second CEO "Steve Ballmer" used to tell loudly on the stage at the annual global meeting of the company. used to Jump on the stage, and try to tell about their working energy to the people by crying. Because he believed, You can motivate a crowd by energy. But could Steve Ballmer's energy help over 80,000 people work for months? Maybe Not. Because energy can keep excited to people for some time. But can't keep inspired for a long time. On the other side, there was Microsoft founder and first CEO "Bill Gates". who was not energetic like other public speakers. He looks shy and a social misfit. But when he spoke on stage, people listened to him instead of jumping. And every person working in Microsoft, Been inspired for years. Because "Energy Excites But Charisma Inspires". This was the reason, In 1963, more than 2.5 lakhs people reached to Lincoln Memorial in Washington DC. Where Martin Luther King Jr gave the speech "I have a dream". Even today it is considered one of the most famous speeches in the world. All the great leaders of the world. They will seem you charismatic. Because their "Why" is very clear. That seems in their every move. If you'll see carefully, In the ad of Apple, you won't see groups using their products. Because Apple stands for individuals. That promotes their tagline
Book Summary of start with why
"Think Different".
If I tell the screenshot summary that I've learned from Simon Sinek's book "Start With Why". First, A golden circle creates with the combination of "What", "How", and "Why". If you want people to get inspired by your work and notice your words. Then always communicate from Inside to Outside, starting with "Why". Because of the brain that controls decisions and emotions in humans. That limbic brain activates with your core values i.e "Why", not with facts and figures. Second. You can be famous for some time by manipulation. But, it doesn't make loyalty. So, instead of manipulating people just inspire them. Because when people are inspired then they don't need any facts for convincing further. Third is, Energy Excites But Charisma Inspires. I want that feel the principles of this book instead of remembering them. In the ad of 1997 of the biggest tech company in the world, In which the "Why" look very clear.
Thank You.
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