Great leaders and companies naturally get this right.

And in the cases of some movements, even with our lives. Once we are sold on the cause of an idea, we’ll go above and beyond to support it with our money and time. That’s why it’s a much more powerful way of getting us to decide. Only when we know why we do things, will we feel a sense of belonging. When we make a decision based on a strong why, we own it. That’s because emotions trump reason every time. But rationale is a weak way of trying to get us to make decisions, probably the weakest of them all. This is Simon’s key idea in a nutshell: “People don’t buy what you do, they buy why you do it.”Įvery company in the world knows what they do, which is why it’s the first thing they tell people about.

Lesson 1: If you want to inspire others, always communicate your why first. You don’t need sleazy sales tactics when you start with why.īuckle up, it’s about to get inspirational! If you want to inspire others, always communicate your why first.Įxcited employees are the best resource for any business. Here are 3 lessons you should take away from this book: Many of history’s most inspiring leaders seem to have internalized his idea of the golden circle and communicate it the right way. The reason his mantra is so magnetic is that it’s incredibly simple, yet very universal. I first came across it in 2012 and was instantly hooked on the idea. Simon Sinek’s first TEDx talk from 2009 is now the 3rd most watched TED talk of all time, sitting at well over 25 million views.

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