Simon Sinek teaches leaders and organizations how to inspire people. Sinek has written and commented for local and national press, including The New York Times, Wall Street Journal, The Washington Post, NPR and BusinessWeek. Additionally, he serves on the board of advisors for First 30 Days and sweetriot and is a faculty member at Columbia University. He also works with Count Me In and EFE Foundation in the not-for-profit world.
In this episode of PNL, Sinek talks to us about his book Start With Why. By studying the leaders and companies that make the greatest impact and have produced some of the most disruptive technologies in the world, he discovered the formula that explains how they did it. By using the biology of human decision making, Sinek created the simple idea of the golden circle, which breaks down to what, how, and why.
Companies that have had the smallest impact have focused on what and how without really thinking about why, such as tooth paste companies making 30+ different kinds of toothpaste yet we don’t know why we need so many flavors. Whereas, the companies and leaders with the greatest impact are those who have started with why and then figured out what and how afterwards. He points to such companies as Google and leaders such as Martin Luther King Jr. to elucidate how they were so effective.