The Golden Circle
Draw three rings. In the middle is Why: what you believe. Around it is How you do things, and on the outside is What you make. Most people explain themselves from the outside in. The ones who inspire start in the middle.
Business
Start with Why
by Simon Sinek
Why do some people inspire us?
Plenty of companies have the same money, talent and products. Only a few earn real loyalty. Simon Sinek's answer is simple enough to draw on a napkin.
Hear a sample · read by Laura
What you'll learn
- The Golden Circle
- People buy the why
- Why it feels right
- The celery test
The key ideas in Start with Why
People buy the why
Your product is proof of what you believe, so lead with the belief.
Why it feels right
Sinek ties this to the brain. The part that handles facts and words deals with What. Trust and decisions come from an older part that has no words. That's why a choice can feel right before you can explain it.
The celery test
Friends tell you to buy Oreos, M&Ms, rice milk and celery. If your why is to live healthily, you buy only the rice milk and celery. Anyone who looks in your basket can see what you stand for.
Lines worth underlining
Golden Circle
Sinek's Golden Circle has three rings: why you do it, how you do it, and what you do.
Why first
Most companies explain what they make and how. The ones people follow start by saying why they exist.
Apple
Apple sells computers, but people buy them because Apple stands for challenging the status quo.
Loyalty
Price cuts and scare tactics can win one sale. People stay loyal when they share what you believe.
Wright brothers
The Wright brothers beat a better-funded rival because their small team believed in the goal.
A story from the book
The Wright brothers
Samuel Langley had government money, top experts and the press on his side. The Wright brothers ran a bicycle shop in Dayton, Ohio. What they had was a belief. In December 1903 they flew, and Langley gave up.
One thing to try
Write your why
Then look back at last week. Could a stranger have guessed your answer from what you actually did?
There's more to Start with Why
Knotd has the key ideas from 250+ non-fiction books, each in a few minutes, in plain words. Start with Why comes with a Your Move story to make it stick.
Get the whole book on KnotdOpen in the appQuestions about Start with Why
What is Start with Why about?
Why do some people inspire us? Plenty of companies have the same money, talent and products. Only a few earn real loyalty. Simon Sinek's answer is simple enough to draw on a napkin.
What are the key ideas in Start with Why?
The Golden Circle; People buy the why; Why it feels right; The celery test.
What's one thing to try from Start with Why?
Then look back at last week. Could a stranger have guessed your answer from what you actually did?
Is Start with Why on Knotd?
Yes. Knotd has the key ideas from Start with Why in a few minutes, in plain words, plus a Your Move story to test them. It's one of 250+ non-fiction books in the app.
