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Start with WHYSIMON SINEKThere are leaders and there are those who lead.Leadershold a position of power or influence. Thosewho leadinspire us.Whether individuals or organizations, we followthose who leadnot because we have to, butbecause we want to. We follow those who lead notfor them, but for ourselves.Amaia Giraltmiércoles 29 de mayo de 2013
An alternativeperspective• There are a few leaders who choose to inspire rather than manipulatein order to motivate people. Whether individuals or organizations,every single one of these inspiring leaders thinks, acts andcommunicates exactly the same way. And its the complete oppositeof the rest of us. Consciously or not, how they do it is by following anaturally occurring pattern that is called The Golden Circle. Whenmost organizations or people think, act or communicate• They do so from the outside in, from WHAT to WHY. And for goodreason—they go from clearest thing to the fuzziest thing. We sayWHAT we do, we sometimes say HOW we do it, but we rarelysayWHY we do WHAT we do.• WHY does your company exist? WHY do you get out of bed everymorning? And WHY should anyone care?miércoles 29 de mayo de 2013
Golden circle• This alternative perspective is not just useful for changing theworld; thereare 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. Iteven explains loyalty and how to create enough momentum to turn anidea into a social movement.• And it all starts from the inside out. It all starts with Why.miércoles 29 de mayo de 2013
Clarity, discipline andconstancy• It all starts with clarity. You have to knowWHY you do WHAT you do. If peopledont buy WHAT you do, they buy WHYyou do it, so it follows that if you dontknow WHY you do WHAT you do, howwill anyone else?Clarify of WHY Discipline of HOWOnce you know WHY you do what you do, thequestion is HOW will you do it? HOWs are yourvalues or principles that guide HOW to bring yourcause to life. HOW we do things manifests in thesystems and processes within an organization andthe culture. Understanding HOW you do things and,more importantly, having the discipline to hold theorganization and all its employees accountable tothose guiding principles enhances an organizationsability towork to its natural strengths.Consistency of WHATEverything you say and everything you do has to prove wha you believe. A WHY is just a belief.Thats all it is. HOWs are the actions you take to realize that belief. And WHATs are the results ofthose actions—everything you say and do: your products, services,marketing, PR, culture and whomyou hire. If people dont buy WHAT you do but WHY you do it, then all these things must beconsistent.miércoles 29 de mayo de 2013
Leaders need afollowing• "We hire only passionate people." But how do you know if someone ispassionate for interviewing, but not so passionate for working? The truth is,almost every person on the planet is passionate, we are just not all passionatefor the same things.• The best engineer at Apple, for example, would likely be miserable if he workedat Microsoft. Likewise, the best engineer at Microsoft would probably not thriveat Apple. Both are highly experienced and work hard. Both may come highlyrecommended. However, each engineer does not fit the culture of the otherscompany. The goal is to hire those who are passionate for your WHY, yourpurpose, cause or belief, and who have the attitude that fits your culture.-Finding the People Who Believe What YouBelievemiércoles 29 de mayo de 2013
• Give the People Something toBelieve In"I believe.""I believe.""I believe."“We believed”.“We believed.”“We believed”.Martin Luhter Kingmiércoles 29 de mayo de 2013
HOW TORALLY THOSEWHO BELIEVE• Energy Excites. Charisma Inspires.• Amplify the Source of Inspiration: The Golden Circle is not just acommunication tool; it also provides some insight into how great organizationsare organized.• As we start to add dimension to the concept of The Golden Circle, it is no longerhelpful 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 verythree-dimensional world, The Golden Circle needs to be three-dimensional.miércoles 29 de mayo de 2013
STATUS BUT WHY,BUT KNOW HOW• I Have a Dream (and Hes Got the Plan)• Dr. King said he had a dream, and he inspired people to make his dream theirown.• Dr. Martin Luther King Jr. was the leader, but he didnt change America alone.Though Dr. King inspired the movement, to actually move people requiresorganizing. As is the case with almost all great leaders, there were othersaround Dr. King who knew better HOW to do that. For every great leader, forevery WHY-type, there is an inspired HOW-type or group of HOW-types whotake the intangible cause and build the infrastructure that can give it life.• That infrastructure is what actually makes any measurable change or successpossible.Those Who Know WHY Need Those Who Know HOW• All Movements Are Personalmiércoles 29 de mayo de 2013
KNOW WHY. KNOWHOW,THEN WHAT?Everything an organization says and does communicates the leaders vision to the outside world.All the products and services that the company sells, all the marketing and advertising, all thecontact with the world outside communicate this. If people dont buy WHAT you do, they buy WHYyou do it,and if all the things happening at the WHAT level do not clearly represent WHY thecompany exists, then the ability to inspire is severely complicated.miércoles 29 de mayo de 2013
Communication IsNot About Speaking,Its About ListeningIn order to improve HOW and WHAT we do, we constantly look towhat others are doing.We attend conferences, read books, talk to friends and colleaguesto get their input and advice, and sometimes we are also thedispensers of advice. We are in pursuit of understanding the bestpractices of others to help guide us. But it is a flawed assumptionthat what works for one organization will work for another. Even ifthe industries, sizes and market conditions are the same, thenotion that "if its good for them, its good for us" is simply not true.miércoles 29 de mayo de 2013
THE BIGGESTCHALLENGE INSUCCES• The WHY gets fuzzy• Being Successful vs. FeelingSuccessful• Achievement vs. Successmiércoles 29 de mayo de 2013
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 cant, Henry Fordsaid, "If you think you can or you think you cant,youre right." He was abrilliant WHY-guy who changed the wayindustry works. A man whoembodied all the characteristics of a great leader, who understood theimportance of perspective.If You Follow Your WHY, Then Others Will Follow Youmiércoles 29 de mayo de 2013