1. Start with WHY
SIMON SINEK
There are leaders and there are those who lead.
Leadershold a position of power or influence. Those
who leadinspire us.
Whether individuals or organizations, we follow
those who leadnot because we have to, but
because we want to. We follow those who lead not
for them, but for ourselves.
Amaia Giralt
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2. miércoles 29 de mayo de 2013

3. An alternative
perspective
• There are a few leaders who choose to inspire rather than manipulate
in order to motivate people. Whether individuals or organizations,
every single one of these inspiring leaders thinks, acts and
communicates exactly the same way. And it's the complete opposite
of the rest of us. Consciously or not, how they do it is by following a
naturally occurring pattern that is called The Golden Circle. When
most organizations or people think, act or communicate
• They do so from the outside in, from WHAT to WHY. And for good
reason—they go from clearest thing to the fuzziest thing. We say
WHAT we do, we sometimes say HOW we do it, but we rarely
sayWHY we do WHAT we do.
• WHY does your company exist? WHY do you get out of bed every
morning? And WHY should anyone care?
miércoles 29 de mayo de 2013

4. Golden circle
• This alternative perspective is not just useful for changing theworld; there
are practical applications for the ability to inspire, too.
• It can be used as a guide to vastly improving leadership,
corporateculture, hiring, product development, sales, and marketing. It
even explains loyalty and how to create enough momentum to turn an
idea into a social movement.
• And it all starts from the inside out. It all starts with Why.
miércoles 29 de mayo de 2013

5. Clarity, discipline and
constancy
• It all starts with clarity. You have to know
WHY you do WHAT you do. If people
don't buy WHAT you do, they buy WHY
you do it, so it follows that if you don't
know WHY you do WHAT you do, how
will anyone else?
Clarify of WHY Discipline of HOW
Once you know WHY you do what you do, the
question is HOW will you do it? HOWs are your
values or principles that guide HOW to bring your
cause to life. HOW we do things manifests in the
systems and processes within an organization and
the culture. Understanding HOW you do things and,
more importantly, having the discipline to hold the
organization and all its employees accountable to
those guiding principles enhances an organization's
ability to
work to its natural strengths.
Consistency of WHAT
Everything you say and everything you do has to prove wha 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 WHY you do it, then all these things must be
consistent.
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6. Leaders need a
following
• "We hire only passionate people." But how do you know if someone is
passionate for interviewing, but not so passionate for working? The truth is,
almost every person on the planet is passionate, we are just not all passionate
for the same things.
• The best engineer at Apple, for example, would likely be miserable if he worked
at Microsoft. Likewise, the best engineer at Microsoft would probably not thrive
at Apple. Both are highly experienced and work hard. Both may come highly
recommended. However, each engineer does not fit the culture of the other's
company. The goal is to hire those who are passionate for your WHY, your
purpose, cause or belief, and who have the attitude that fits your culture.
-Finding the People Who Believe What You
Believe
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7. • Give the People Something to
Believe In
"I believe."
"I believe."
"I believe."
“We believed”.
“We believed.”
“We believed”.
Martin Luhter King
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8. HOW TO
RALLY THOSE
WHO BELIEVE
• Energy Excites. Charisma Inspires.
• Amplify the Source of Inspiration: The Golden Circle is not just a
communication tool; it also provides some insight into how great organizations
are organized.
• As we start to add dimension to the concept of The Golden Circle, it is no longer
helpful to look at it as a purely two-dimensional model.
• If it is to provide any real value in how to build a great organization in our very
three-dimensional world, The Golden Circle needs to be three-dimensional.
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9. STATUS BUT WHY,
BUT KNOW HOW
• I Have a Dream (and He's Got the Plan)
• Dr. King said he had a dream, and he inspired people to make his dream their
own.
• Dr. Martin Luther King Jr. was the leader, but he didn't change America alone.
Though Dr. King inspired the movement, to actually move people requires
organizing. As is the case with almost all great leaders, there were others
around Dr. King who knew better HOW to do that. For every great leader, for
every WHY-type, there is an inspired HOW-type or group of HOW-types who
take the intangible cause and build the infrastructure that can give it life.
• That infrastructure is what actually makes any measurable change or success
possible.
Those Who Know WHY Need Those Who Know HOW
• All Movements Are Personal
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10. KNOW WHY. KNOW
HOW,
THEN WHAT?
Everything an organization says and does communicates the leader's vision to the outside world.
All the products and services that the company sells, all the marketing and advertising, all the
contact with the world outside communicate this. If people don't buy WHAT you do, they buy WHY
you do it,and if all the things happening at the WHAT level do not clearly represent WHY the
company exists, then the ability to inspire is severely complicated.
miércoles 29 de mayo de 2013

11. Communication Is
Not About Speaking,
It's About Listening
In order to improve HOW and WHAT we do, we constantly look to
what others are doing.
We attend conferences, read books, talk to friends and colleagues
to get their input and advice, and sometimes we are also the
dispensers of advice. We are in pursuit of understanding the best
practices of others to help guide us. But it is a flawed assumption
that what works for one organization will work for another. Even if
the industries, sizes and market conditions are the same, the
notion that "if it's good for them, it's good for us" is simply not true.
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12. THE BIGGEST
CHALLENGE IN
SUCCES
• The WHY gets fuzzy
• Being Successful vs. Feeling
Successful
• Achievement vs. Success
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13. DISCOVER WHY
• The WHY Comes from Looking Back
• To Inspire People to Do the Things That Inspire Them
• Henry Ford said, "If you think you can or you think you can't, Henry Ford
said, "If you think you can or you think you can't,you're right." He was a
brilliant WHY-guy who changed the wayindustry works. A man who
embodied all the characteristics of a great leader, who understood the
importance of perspective.
If You Follow Your WHY, Then Others Will Follow You
miércoles 29 de mayo de 2013