Tom Sinek TedTalk – How great leaders inspire action

0:51 – Why do MLK, The Wright brothers and Apple think, act and communicate the exact same way and its the complete opposite to everyone else.

2:13 – Golden Circle
Why How What

Everyone on the planet knows what they do 100%.
Some know how they do it.
But very few people and organizations know why they do.

2:46 – By why, he doesn’t mean a profit because that a result, he means what’s your purpose, what’s your cause, what’s your belief. Why do you or your organization exist, why do you get out of bed in the morning and why should anyone care?

2:59 – The way we act, the way we think, the way we communicate is from the outside in we go from the most clear to the most fuzzy. But the inspired leaders and organizations act, think and communicate from inside out, from the fuzziest to the clearest.

4:05 – How apple communicates “We believe in challenging the status Quo, we believe in thinking differently. The way we challenge the status Quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make computers, Wanna buy one?
What he did there is reverse the order of the information by showing people don’t buy what you do, they buy why you do it.

5:41 – The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.

5:52 – The Biology of it all
The human brain is broken down into 3 major components that correlate perfectly with the golden circle.
Our homo sapien brain the neocortex corresponds to our what level, its responsible for all our rational and analytical thought and language.
The middle two sections make up our limbic brains and are responsible for all our feelings, like trust and loyalty, it’s also responsible for all human behavior all decision-making and it has no capacity for language.

6:41 – In other words when you communicate from the outside in you can understand vast amounts of information like features and benefits and facts and figures, it just doesn’t drive behavior.
When we communicate from the inside out we talk directly to the part of the brain that controls behavior and helps people rationalize based on what they hear and see being done. This is where gut feelings come from, sometimes all the facts and figures can be presented in front of your but you respond yeah i understand all that but it just doesn’t feel right.
Why would say that, because the part of the brain that controls decision-making doesn’t control language and the best response we could muster up is “I don’t know it just doesn’t feel right.”

7:57 – The goal as well is not to hire people who need a job, its to hire people who believe what you believe. If you hire people who need a job they will work for your money but if you hire someone who believe what you believe the work with blood and sweat and tears.

8:51Samuel Pierpont Langley a pioneer of aviation, was given 50 thousand dollars from the war department to create a flying machine which he called an “Aerodrome” meaning in Greek “air runner”. He was very well-connected and hired the best minds he could find to assist in creating the flying machine. A few hundred miles over in Ohio Orville and Wilbur Wright they had none of the things we claim are the recipe for success. No money, they paid for their dream with the proceeds from their bicycle shop, not a single person on the team had a college education. The difference between them and Samuel is that they were driven by a cause, by a purpose, by a belief that if they figured out this flying machine it would change the course of the world. As for Samuel, well, he was in the pursuit of the result which was fame and riches. The people who worked with the wright brothers believed ‘in the why’ they were doing it and gave they effort with blood and sweat and tears. On December 17th, 1903 the wright brothers took flight but there was no one there to experience it, people found about it a few days later. To prove that Samuel was into it for wrong things, after the news of the wright brothers success, he quit. Instead of reaching out to the wright brothers and saying I could help improve on this machine because I have the resources to carry it to the next level, he didn’t.

10:58 – If you talk about what you believe you would attract those who believe what you believe. Why is this important?
The law of the diffusion of innovation.
The first two and a half of our population are our innovators.
The next thirteen and a half of our population are our early adopters.
The next thirty-four percent are our early majority, late majority and laggers.
We all sit at various times on the scale, but what the law of diffusion of innovation tells us that if you want mass market success or mass market acceptance of an idea you cannot have it until you achieve the tipping point between 15 – 18 percent market penetration and then the system tips. Businesses boast of a 10% conversion rate but that’s just the people who get it not the people who get before doing business with them.

12:23 – The early majority would not try something till someone has tried it first. The innovators and the early adopters they are comfortable in making intuitive gut decisions which are driven by what they believe about the world and not on what product is available. These are the people who stand in line to get the latest iPhone when you could have just go in the store the next week and bought one, these are the people who spend 40 thousand dollars on flat screens TV’s when they first came out even though the technology was substandard. They didn’t do it because the technology was great they did it for themselves because they wanted to be first.

13:34 – Famous failure and a famous success of the law of diffusion
TiVo from its inception is the single highest quality product on the market, but its failure is it has never made money. There stock has never traded above 10 dollars, because when tivo launched they told us what they had which was a device that pauses live TV, skips commercials and records you viewing habits and makes suggestions based on them. They majority of the public didn’t like based on how the message was put across it scared customers, now if they put it over like this “if you are the kind of person who likes total control over every aspect of your life, boy do we have a product for you. It pauses live TV, skips commercials and memorizes viewing habits etc.” What you do serves as the proof of what you believe.

15:23 – The summer of 1963 250,000 people came out to hear Dr. Luther King speak, there were no invitations and no website to check the date. Dr. King wasn’t the only man in america who was a great aurithor, he wasn’t the only person who suffered, in fact some of his ideas were bad. The thing that got people to support him was he went around telling people what he believed and the people who believed in his cause turn around and spread the word. How much people showed up for him? Zero. They showed up for themselves, because what they believed about America got them to travel for hours and stand in the sun to hear him speak. Dr. King believed in two laws those that were made by a higher authority and those that were made by man and not until those that were made by man were consistent with those made by authority would we live in a just world. Quick note he gave the I have a dream speech not the I have a plan speech :).

17:24 – Leaders are those in the authority, those who lead inspire us. We follow those who lead not because we have to but we want to. We follow not for them but for ourselves and it’s those who start with why that have the ability to inspire those around them or find others who inspire them.

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