Key insights

• ⭕ Great leaders and organizations communicate from the inside out, starting with 'why' and moving outwards
• 💡 People buy why you do it, not what you do
• 🔑 Emphasizing beliefs over products or services is key to success
• 🎯 Understanding and addressing the 'why' behind behavior is crucial for influencing people and achieving loyalty
• ✈️ The Wright brothers were driven by a cause and belief, while Langley was motivated by personal gain
• 🎯 Identifying the customers who 'get it' is crucial for business success
• 🔑 The key to inspiring others is to start with 'why'
• ✊ Dr. Martin Luther King Jr. inspired people by sharing his beliefs, not his plans

Q&A

• How did Dr. Martin Luther King Jr. inspire people to join the Civil Rights Movement?

  Dr. Martin Luther King Jr. successfully inspired people by sharing his beliefs, not just his plans. His ability to articulate the 'why' behind the movement attracted a large following and demonstrated the power of inspiring others by starting with 'why'.

• Why is it important to identify customers who 'get it'?

  Identifying customers who understand and believe in the 'why' behind a product is crucial for business success. People buy based on their beliefs, and the law of diffusion of innovation plays a significant role in the mass-market acceptance of an idea.

• How did the Wright brothers succeed in inventing the airplane?

  The Wright brothers succeeded because they were driven by a cause and belief, which resonated with others. Meanwhile, their competitor, Langley, was motivated by personal gain. This illustrates the power of 'why' in driving commitment and achievement.

• What is the significance of 'why' in communication?

  Emphasizing 'why' in communication appeals to people's emotions and beliefs, influencing their behavior and decisions more effectively than focusing solely on 'what' or 'how'. This emphasis fosters loyalty and dedication.

• Why is starting with 'why' important?

  Starting with 'why' is essential because it taps into the part of the brain that controls decision-making and behavior, emphasizing beliefs and emotions over facts and figures. It has the power to inspire and drive loyalty from customers and employees.

• What is the 'golden circle' concept?

  The 'golden circle' concept focuses on the 'why,' 'how,' and 'what' of an organization's actions and communication. It emphasizes starting with 'why,' which represents the purpose or belief that sets great leaders and organizations apart.

• 00:16 Great leaders and organizations share a common way of thinking, acting, and communicating, which is the opposite of everyone else. This is explained by the 'golden circle' that focuses on 'why,' 'how,' and 'what' they do.
• 03:28 People buy why you do it, not what you do. Apple's success is attributed to how they communicate their 'why'. This is grounded in biology, not psychology.
• 06:29 Understanding the brain's role in decision-making, communication, and behavior is crucial for influencing people and achieving loyalty. Emphasizing beliefs over products or services is key to success. The story of the Wright brothers and Samuel Pierpont Langley illustrates the importance of passion and purpose in driving commitment and achievement.
• 09:09 The Wright brothers succeeded in inventing the airplane because they were driven by a cause and belief, while their competitor, Langley, was motivated by personal gain. People buy why you do something, not what you do, and the law of diffusion of innovation explains the tipping point for mass-market acceptance of an idea.
• 12:01 Identifying the customers who 'get it' is crucial for business success, as people buy based on their beliefs and the 'why' behind a product. The law of diffusion of innovation can lead to both success and failure in the market, as seen in the case of TiVo.
• 14:45 The key to inspiring others is to start with 'why.' Dr. Martin Luther King Jr. successfully inspired people to join the Civil Rights Movement by sharing his beliefs, not his plans.