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  • how do you explain when others achieve the impossible for example why is Apple

  • so innovative

  • how do they find a way to be so different they have the same access to

  • the same talent the same agencies the same consultants the same media and yet

  • year after year after year they beat out the competition

  • why was Martin Luther King the leader of the civil rights movement he wasn't the

  • only man who suffered from a pre-civil rights America and he certainly wasn't

  • only great orator of the day

  • so why him and why is it that the Wright brothers were able to figure out

  • controlled flight when there were certainly others more qualified more

  • funded and better equipped

  • why were they first to fly there must be something else here at play and when

  • you look closely

  • a pattern certainly emerges all the great and inspiring leaders and

  • organizations all act think and operate the exact same way and it's the complete

  • opposite to everyone else

  • Simon Sinek calls it the Golden Circle why how what this simple concept

  • explains why some organizations and leaders are able to inspire others you

  • see everybody and every organization on the planet knows what they do some

  • understand how they do it but very few know why they do what they do not why

  • as in to make a profit

  • that's a result why as in what's your purpose what's your cause what's your

  • belief

  • why does your organization exists why do you get out of bed in the morning

  • and why should anyone care as a result the way we act the way we think the way

  • we communicate is from the outside in

  • we start with the clearest thing to the fuzziest thing but the inspire leaders

  • all think act communicate from the inside out

  • if Apple were like everyone else an ad from them would sound like this we make

  • great computers they're beautifully designed simple to use and user friendly

  • wanna buy one and that's how most of us communicate we say what we do and how

  • we do it and expect some sort of behavior in return

  • here's our new law firm we have the best lawyers and our clients always win

  • do business with us

  • here's our new car it has great mileage leather seats

  • the best safety buy our card but none of that is inspiring

  • here is how Apple actually communicates everything we do we believe in

  • challenging the status quo

  • we believe thinking differently

  • the way we do that is by making our products beautifully designed simple to

  • use and user friendly

  • we just happen to make great computers wanna buy one totally different right

  • it's not what you do it's why you do it that's why we're all perfectly

  • comfortable with buying computers from Apple as well as phones tablets and now

  • even watches their products are no better than their competitors

  • with this in mind you shouldn't just do business with people who need what you

  • have

  • you should do business with people who believe in what you believe its all

  • grounded in our biology

  • if you look at a cross section of the human brain from the top down you see

  • the brain is broken down into three major components that fall perfectly

  • in line with the Golden Circle our newest homo sapien brain the neocortex

  • corresponds with the what level it is responsible for our rational and analytical

  • thought and language the how and why corresponds with our limbic brains

  • which is responsible for all of our feelings like trust and loyalty

  • it's also responsible for all our behavior all our decision making and has no

  • capacity for language in other words when we communicate from the outside in

  • we can understand vast amounts of complicated information like features

  • and benefits facts and figures

  • it just doesn't Drive behavior but when we communicate from the inside out

  • we're speaking directly to the part of the brain that drives behavior

  • with this in mind here are the three steps every leader should follow to

  • inspire action

  • first you have to know why you do what you do

  • what's your mission your belief your cause what is your purpose then you have

  • to have the discipline of how you have to hold yourself and your people

  • accountable to your values and core principles

  • lastly you have to have consistency of what

  • everything you say everything you do must prove and align with your why at

  • the end of the day people don't buy what you do they buy why do it

  • and what you do serves as the tangible proof of what you believe this has been the

  • self-made nerd with another video to help you learn and grow if you believe

  • in what this channel is all about which is to change yourself for the better

  • through conscious endeavor

  • please share this video with your friends and subscribe to stay posted for

  • new content

  • join the movement and become a fellow self-made nerd today

how do you explain when others achieve the impossible for example why is Apple

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如何成為一個領導者|西蒙-辛克 (How To Be A Leader | Simon Sinek)

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