Acclaimed author and motivational speaker Simon Sinek knows a thing or two about leadership. I mean, you do not write a bestseller on the subject without understanding the subject. He is also an unshakeable optimist who believes that leadership is not just about a designation, it is also an attitude.
In his book Start With Why: How Great leaders Inspire Everyone to Take Action, Sinek discusses the purpose of work.
He reveals that leaders who have the biggest influence all think, work, and act the same way — it is the opposite of what everyone else does and they are aware of the “why” behind their actions.
Let us delve into how the author inspired people to ask a crucial question of their organization and its implication on leadership.
Leaders Start with the Why
According to Sinek, every single person knows what they do. They will tell you about the products they sell and the services they offer. But very few people and organizations articulate why they do what they do.
Profits and branding are results we derive from offering these services.
One great example of an organization that practices the why is Apple. Instead of talking about how they make great computers or smartphones, the tech company draws customers’ attention to why they do it. Through its why, the company shows that every action they take defies what is expected and challenges the status quo.
The iPhone-maker is much more innovative than all its peers combined.
During the course of his research, Sinek identified a pattern and refers to it as – The Golden Circle. The theory notes that impressionable brands think beyond today and find a way to align with their customer’s emotions and values.
Why, How, and What
The three components of being a successful leader is in knowing one’s why, how and what.
Figuring out the Why
All organizations know what they do. Few of them even know the how. But very rarely do they know the why.
The why is the mission or cause of the organization. It is the reason that hooks people and customers, and inspires organizations to aim for greatness. In Sinek’s words, leaders must be clear on the why. If you don’t care about why you do something, why should others?
The author reiterates that figuring out the why is the first step to success.
How Will You Do It
The next step, after the why, is to come up with a plan to achieve your goals. While the why provides you with a purpose, the how gives you a roadmap on how to achieve your dreams.
Individuals and organizations must come up with the how — how they will go about their journey that will set them apart from the competition.
What Do You Offer
Often, when asked what a company does, people respond with the products and services they offer in place of the why.
The what is the evidence of your focus on the why. Organizations must codify their why to get to their what. What a business or an individual produces continues to evolve as per customer needs and market demands. But the why stays consistent.
The why is the lighthouse that lights the way even amidst choppy waters.
Apple embodies all these principles and had a great leader in Steve Jobs who set the tone from the start.
Why – We build great products that are user-friendly and that challenge the status quo. Their “Think Different” campaign cemented their status as a disruptor and change-maker.
How – They bring in the best minds in the business and push the boundaries of what is possible.
What – Apple produces great computers and devices that look after a customer’s well-being.
Leaders who are able to inspire others and encourage innovation start with changing their communication. No matter what their area of interest, great leaders talk about the why before moving on to the other two factors.
Having a why compels people into taking action and earns the loyalty of business partners and customers. Once the why is in place, everything else follows.
