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The book of Start
reviews a variety
of strategies that
in building solid
This book is written by
Simon Sinek – a
consultant. A number of
his videos about this
book have gone viral on
Youtube. One of his
video sessions on TedTalk
has been viewed more
than 50 million times.
A business will be more
lasting if it starts with
the right WHY answers.
Why does this
WHY questions can be answered through
exposure to a company's MISSION.
What is the main mission of this
company? Why should this business
exist? What is the fundamental purpose?
When a business has a clear and
inspiring WHY, it will have a chance for
financial success as well as marketing
When a business company can
clearly answer the WHY question
(why did our business exist?), then
the company will be able to inspire
and motivate all of its employees to
keep moving forward to achieve their
Here are some examples of
WHY answers from various
companies, listed in their
TESLA : To accelerate the world's
transition to sustainable energy.
AMAZON : We strive to offer our customers
the lowest possible prices, the best available
selection, and the utmost convenience.
Many companies display their
business vision and mission in old
and boring posters. Now there are a
lot of cool poster designers.
Take advantage of these designers to
craft compelling and wow
You should also use application on smartphone to
convey your company mission. You should design
creative, fun and inspirational mission app.
Do not use app in your smartphone only for social
media and shopping online. But use mobile app to
spread your company vision and mission.
Step 2: Break down the company's main
objectives (WHY) into a series of
measurable action plans and KPIs
Formulate an action plan and indicator which
is measurable on every division/business unit
to help achieve the main goals
(WHY) of a company
Steps to develop the Company's
MISSION action plan:
1. Review the contents of your
company's MISSION or main goals.
What are the main objectives?
2. Then describe the mission into a
series of concrete action plans,
accompanied by measurable
indicators of success.
For example, the main goals of AMAZON are:
We strive to offer our customers the lowest
possible prices, the best available selection,
and the utmost convenience.
So each department (be it the Marketing,
Procurement, Finance to HR department)
must develop a series of measurable
initiatives to help achieve Amazon's main
mission, namely: the lowest prices, the most
complete product choices, and the most
comfortable and fun online shopping
• To get the cheapest and most complete
product choices - what actions should the
Amazon Procurement team take?
• To achieve the most enjoyable online
shopping experience, what actions
should the Website Design and
Application Development team take?
The Action Plan to achieve the company's main
goals should contain these following elements :
what are the main activities, what are the targets
to be achieved, who will implement them, and
when will they be carried out.
Without a detailed and measurable
action plan, it will be difficult to
realize the MISSION or WHY of the
company. A systematic action plan is
a BRIDGE to realize the WHY aspect
or the main business objectives that
have been determined.
Every action plan to help achieve the
company's MISSION or WHY aspect,
must be monitored regularly and
systematically. Its purpose is to
measure the extent to which
progress has been made; and what
performance still needs to be
Steps that need to be taken in the
1. Each work unit is required to perform
performance review meeting to discuss
the achievement of the action plan, at
least once a month
2. In each review session, each work unit is
required to discuss the performance
improvement measures and solutions to
overcome the existing obstacles.
When the target of the action plan has
not been achieved, focus on SOLUTION;
NOT blaming others or looking
A SOLUTION mentality, and not a
blaming mentality, needs to be
cultivated in order to create a work
climate that is oriented towards
continuous performance improvement.
The process of reviewing the achievement of
the action plan must be carried out regularly
and consistently. Because with this
mechanism, performance improvement
plans can continue to emerge. Through this
review, the performance accountability of
each team is managed and maintained.
Without a regular review process, the
implementation of the action plan will not
Studies show that one of the most
effective motivational tools is SENSE
of PROGRESS. When a team senses
progress or success in the process of
achieving targets; then they will all
be more motivated to do better.
That is why every successful
achievement of the action plan needs
to be celebrated and grateful for.
Perform a simple ritual to celebrate
each of these progress and successes.
Because this sense of progress will be
able to encourage all team members
to work better and more productively.
Recap steps to actualize the company's WHY:
1. Define the main purpose or mission or
aspect of the company's WHY; and then
communicate creatively + consistently
2. Formulate an action plan to realize the
3. Monitor the implementation of the
action plan regularly and systematically
4. Celebrate every successful achievement