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“How Great Leaders
Inspire Action”
Ted Talk By Simon Sinek
A Visual Summary
How do great leaders get people to
want to be a part of what they do?
How are some people
able to achieve things
which defy all the
assumptions?
So, what makes APPLE more successful?
APPLE’s competitors have access to the Same Talent,
Same Consultants, Same Media as APPLE!
So, Why is it that HE led the civil rights movement?
MARTIN LUTHER KING
Was not the only man who
suffered in a pre-civil rights
America!
Not the only great orator of the
day!
Wright Brothers
There were other better
qualified, better funded
teams working on the
same project!
Why only THEY figured out
controlled, powered man-flight?
Do these three examples have anything
in COMMON?
Is there a PATTERN?
There is a Pattern!
They
THINK, ACT and
COMMUNICATE in the exact
SAME way.
And its exactly opposite to everyone
else!
The Pattern
is called…
The GOLDEN
CIRCLE
WHAT?
HOW?
WHY?
2
3
The PRODUCTS that are
sold or the
SERVICES that are
offered
WHAT?
HOW?
WHY?
1
3
USP or Key
Proposition
that makes
one BETTER
than others
WHAT?
HOW?
WHY?
1
2
WHY is not about money
It is a PURPOSE, CAUSE,
BELIEF
The REASON the
organization or
the person exists!
What ordinary people/organization do?
Go “outside-in” in the Golden Circle
Start with “WHAT”
NEOCORTEX
• Rational and Analytical Thinking
• Language
Everyone knows WHAT
they do
The Golden Circle – Ordinary
People/Organization
WHAT
ation on the planet
they do. These are
sell or the services
HOW
ations know HOW
ese are the things
special or set them
heir competition.
Everyone knows WHAT
they do
Some know HOW they
do it.
The Golden Circle – Ordinary
People/Organization
WHAT
zation on the planet
T they do. These are
y sell or the services
HOW
zations know HOW
hese are the things
m special or set them
their competition.
WHY
nizations know WHY
at they do. WHY is
aking money. That’s
Y is a purpose, cause
he very reason your
zation exists.
Everyone knows WHAT
they do
Some know HOW they
do it.
Very few know WHY
they do what they do
The Golden Circle – Ordinary
People/Organization
What Inspired People Do?
Think, Act and
Communicate
“Inside Out”
START WITH
“WHY”!
If Apple had
ORDINARY
Marketing
Communication…
Starting with “WHAT”
We make great
Computers
(WHAT)
They are beautifully
designed, simple to
use and user
friendly
(HOW)
Want to buy One?
Is it inspiring?
Now see how Apple actually
communicates?
Everything we do, we
believe in challenging
the status quo, we
believe in doing things
differently!
WHY
The way we challenge
the status quo is by
making our products
beautifully designed,
simple to use and user
friendly
HOW
We just happen to
make great computers!
Wanna Buy one??
WHAT
All they did was REVERSE the order of
information!
“People don’t buy WHAT you do. People
buy WHY you do it!
WHAT you do is just a proof of what you
BELIEVE!”
- Simon Sinek
“It is a principle grounded in the tenets of
Biology – Not psychology”
- Simon Sinek
The three circles of the GOLDEN CIRCLE
can be mapped to HUMAN BRAIN!
The Golden Circle + Human Brain
JOB OF NEO-CORTEX
(Related to WHAT)
Rational, factual, logical,
detail oriented, textual,
statistical
JOB OF LIMBIC
(Related to WHY)
Purpose, decision-
making, instinct,
emotions, no language
What’s wrong with WHAT-FIRST Case?
“I know what the facts and
figures say, but it just
DOESN’T FEEL GOOD!”
People can understand vast
amount of information
(NeoCortex) but it doesn’t drive
decision-making (Limbic)!
If you do not know why you do what you
do, how can you convince people to be a
part of what you do – to be loyal!
Had No Funding
No College Education
No Media following them for their work
Wright Brothers
Working on the same flight project
Well-Funded
Well-Connected with all the big
minds of the day
Followed by media channels
Samuel Pierpont
Langley
As soon as Wright Brothers developed the first flying
machine, he quit!
What made Wright Brothers
successful?
The Wright Brothers were driven by
BELIEF (WHY)
Samuel Pierpont Langley were driven by
THE RESULT (WHAT)
Summer of 1963, 250,000
people gathered
in Washington
to hear Dr. King’s Speech
He didn’t tell people what needed to be
changed in America.
He simply told people what
HE BELIEVED!
“I Believe!”
“I have a Dream!”
People didn’t show up because of
him!
They came because
THEY BELIEVED
in what
HE BELIEVED!
Leaders hold a position of
power or authority
But
Those
who lead, INSPIRE us.
We follow them not
because we have to, but
we want to.
And it is those who
start with WHY
that have the ability to
inspire those around them or
find others who inspire them
THANK YOU
Ted Talk:
https://www.ted.com/talks/simon_sinek_how_great_lea
ders_inspire_action#t-8227
Disclaimer:
These slides were created by Tricha
Kharbanda, IIM Lucknow, as part of a MBA
course “Personal Branding” taught by Prof.
Sameer Mathur.

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How great leaders inspire action by Simon Sinek - a visual summary

  • 1. “How Great Leaders Inspire Action” Ted Talk By Simon Sinek A Visual Summary
  • 2. How do great leaders get people to want to be a part of what they do?
  • 3. How are some people able to achieve things which defy all the assumptions?
  • 4. So, what makes APPLE more successful? APPLE’s competitors have access to the Same Talent, Same Consultants, Same Media as APPLE!
  • 5. So, Why is it that HE led the civil rights movement? MARTIN LUTHER KING Was not the only man who suffered in a pre-civil rights America! Not the only great orator of the day!
  • 6. Wright Brothers There were other better qualified, better funded teams working on the same project! Why only THEY figured out controlled, powered man-flight?
  • 7. Do these three examples have anything in COMMON? Is there a PATTERN?
  • 8. There is a Pattern! They THINK, ACT and COMMUNICATE in the exact SAME way. And its exactly opposite to everyone else!
  • 10. WHAT? HOW? WHY? 2 3 The PRODUCTS that are sold or the SERVICES that are offered
  • 11. WHAT? HOW? WHY? 1 3 USP or Key Proposition that makes one BETTER than others
  • 12. WHAT? HOW? WHY? 1 2 WHY is not about money It is a PURPOSE, CAUSE, BELIEF The REASON the organization or the person exists!
  • 13. What ordinary people/organization do? Go “outside-in” in the Golden Circle Start with “WHAT”
  • 14. NEOCORTEX • Rational and Analytical Thinking • Language Everyone knows WHAT they do The Golden Circle – Ordinary People/Organization
  • 15. WHAT ation on the planet they do. These are sell or the services HOW ations know HOW ese are the things special or set them heir competition. Everyone knows WHAT they do Some know HOW they do it. The Golden Circle – Ordinary People/Organization
  • 16. WHAT zation on the planet T they do. These are y sell or the services HOW zations know HOW hese are the things m special or set them their competition. WHY nizations know WHY at they do. WHY is aking money. That’s Y is a purpose, cause he very reason your zation exists. Everyone knows WHAT they do Some know HOW they do it. Very few know WHY they do what they do The Golden Circle – Ordinary People/Organization
  • 18. Think, Act and Communicate “Inside Out” START WITH “WHY”!
  • 19. If Apple had ORDINARY Marketing Communication… Starting with “WHAT” We make great Computers (WHAT) They are beautifully designed, simple to use and user friendly (HOW) Want to buy One?
  • 21. Now see how Apple actually communicates?
  • 22. Everything we do, we believe in challenging the status quo, we believe in doing things differently! WHY
  • 23. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly HOW
  • 24. We just happen to make great computers! Wanna Buy one?? WHAT
  • 25. All they did was REVERSE the order of information!
  • 26. “People don’t buy WHAT you do. People buy WHY you do it! WHAT you do is just a proof of what you BELIEVE!” - Simon Sinek
  • 27. “It is a principle grounded in the tenets of Biology – Not psychology” - Simon Sinek
  • 28. The three circles of the GOLDEN CIRCLE can be mapped to HUMAN BRAIN!
  • 29. The Golden Circle + Human Brain
  • 30. JOB OF NEO-CORTEX (Related to WHAT) Rational, factual, logical, detail oriented, textual, statistical JOB OF LIMBIC (Related to WHY) Purpose, decision- making, instinct, emotions, no language
  • 31. What’s wrong with WHAT-FIRST Case? “I know what the facts and figures say, but it just DOESN’T FEEL GOOD!” People can understand vast amount of information (NeoCortex) but it doesn’t drive decision-making (Limbic)!
  • 32. If you do not know why you do what you do, how can you convince people to be a part of what you do – to be loyal!
  • 33. Had No Funding No College Education No Media following them for their work Wright Brothers
  • 34. Working on the same flight project Well-Funded Well-Connected with all the big minds of the day Followed by media channels Samuel Pierpont Langley As soon as Wright Brothers developed the first flying machine, he quit!
  • 35. What made Wright Brothers successful?
  • 36. The Wright Brothers were driven by BELIEF (WHY) Samuel Pierpont Langley were driven by THE RESULT (WHAT)
  • 37. Summer of 1963, 250,000 people gathered in Washington to hear Dr. King’s Speech
  • 38. He didn’t tell people what needed to be changed in America. He simply told people what HE BELIEVED!
  • 40. People didn’t show up because of him! They came because THEY BELIEVED in what HE BELIEVED!
  • 41. Leaders hold a position of power or authority But Those who lead, INSPIRE us. We follow them not because we have to, but we want to.
  • 42. And it is those who start with WHY that have the ability to inspire those around them or find others who inspire them
  • 45. Disclaimer: These slides were created by Tricha Kharbanda, IIM Lucknow, as part of a MBA course “Personal Branding” taught by Prof. Sameer Mathur.