Start with Why

What makes leaders charismatic.

Start with Why
Why did MLK become the leader of the Civil Rights Movement? He wasn't the only orator of the time. Why did the Wright brothers figure out powered flight first? Other teams were more qualified and better funded.
As it turns out, all the great and inspiring leaders and organizations in the world -- whether it's Apple or Martin Luther King or the Wright brothers -- they all think, act and communicate the exact same way. And it's the complete opposite to everyone else.
Simon Sinek codified his discoveries in the golden circle. Most people focus on *what* they're doing. Great leaders start with *why* they're doing it.
Let's suppose Apple said, "we make great computers. They're beautifully designed, simple to use and user-friendly. Want to buy one?" It's a fine message. It helps us quickly understand what they do, but that's not how Apple built their following.
Here's how Apple actually communicates: "Everything we do, 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 great computers. Wanna buy one?"
Apple leads with *why* messaging. The following is...
> Very, very few people or organizations know why they do what they do. And by 'why' I don't mean 'to make a profit.' That's a result. It's always a result. By 'why' I mean: What's your purpose? What's your cause? What's your belief? Why does your career or your company exist?

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Simon Sinek Collection