Starting From Why

Think of how you explain your job to a newly acquainted. You might start by saying what product / service, maybe how it’s done. That’s what most people will do, they start with what is clear and leave the vague and indescribable until last. Famous author and inspirational speaker on business leadership, Simon Sinek, introduced a framework called the “Golden Circle” which consists of three concentric circles. The core is “Why”, with the outer layers from “How” to “What”.

He concluded that it’s easy for us to get busy with “What” and “How” we do things but forget about the purpose – “Why”. On the contrary, successful and innovative entrepreneurs start from the core. A clear why can support passion, serve as a decision-making filter, help clarify goals, find allies, and create something exceptional.

The Apple Approach

Sinek is very fond of Apple and he often use Apple as example of what it meant by thinking from inside to outside of the Golden Circle. If it were a marketing campaign for an ordinary computer company, they might say something like this “We are really good at making computers. Our computers have the most beautiful designs and are easy to use and learn. Want to buy one?”

But Apple’s marketing approach is different, they go by saying “Everything we do challenges and changes the status quo because we believe in the power of thinking differently. And our method of challenging the status quo is to make our products beautifully designed and simple to use. By the way, we happen to make the best computers. Wanna buy one?”

By simply changing the order of the message delivery, it can create a completely different perception. The latter, starting from “Why”, is proven to be much more attractive.

A “Why” Leader

You might have heard about or even experienced this in the workplace. When you were asked to do something for the supervisor, the justification is “because that’s what the higher level wants”. If you further question the benefit of the task for the organization, they might threaten you with a poor performance review. This is a common tactic used by those who abuse their power and manipulate others with authority.

However, there are leaders who approach things differently. Instead of using their position to impose pressure, they would explain the reasons behind tasks. Despite how small or insignificant the work might appear, they can make you feel it’s actually meaningful and can help improve the situation for the organization.

It’s so obvious that the second type of leadership is more effective and well-received. The “Why” approach inspires people instead of manipulating them. It’s not easy because inspiring requires a lot of trust and effort, but the benefits are long lasting with amazing effect on motivation.

The Purpose Driven

All three elements of the “Golden Circle” are important for an organization, it’s a matter of sequence. Sinek believes that if every organization starts with the question “why”, there will be easier decision-making, higher loyalty, and trust will become a norm.

I try to imagine one day if all business leaders can strive to start everything with the purpose, an optimistic atmosphere will dominate, and innovation capabilities will thrive.