TEDHow great leaders inspire action

Simon Sinek uses a simple but powerful model to illustrate inspiring leadership

This model is called the "Golden Circle."

I watched this TED a long time ago, and I was very impressed by its core concept - "know why". This example of Apple also made me feel a very strong sense of excitement. So, what exactly is the “Golden Circle”?

1. Why, How, What

Most of us think from the outside in. When salespeople are selling, they think "We have a new car." ——This car has a good-looking appearance and consumes less fuel - consider buying one.”

Basically everyone understands “what” it is, and a few people understand “how” it is, but The real motivation is ignored.

In this organization, the "Why" is definitely not profit. Profit is the result, the result that everyone wants to achieve. This Why is the internal cause and the real motivation.

The Golden Circle

The Golden Circle

2. The order of communication should be from the inside out

Be fooled by this golden circle When we communicate from the outside in, we can get people to understand a lot of complex information, such as features, benefits, facts, and diagrams, but we just can't inspire them to take action. When we can communicate from the inside out, we are communicating directly with the part of the brain that controls action and then rationally considers the "how" and "what" of what we say and do. This is where those brave and bold decisions come from.

Sometimes you give someone all the facts and charts and they say, "I know what all the facts and details are, but it just doesn't feel right." Why do we use this word? Feeling "wrong"? Because the part of the side brain that controls action does not control language, when this part of the side brain refuses, we have to think about it and say, "I don't know why, it just doesn't feel right."

How to sell Apple Computer

How to Market Apple Computer

3. People do not buy what you do. They buy why you do it.

People do not buy what you do. They buy for the reasons you do, and your actions prove your beliefs.

Leaving aside people who buy Apple products, I want to talk about an application field he mentioned.

When we recruit employees, are we looking for people who can do the job, or are we looking for people who have the same beliefs as the company? Someone who will give you their blood, sweat and tears?

The story of the Wright brothers fully illustrates this point. Only by finding people who truly believe in the same belief can you achieve the greatest success.

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