Lesson 1: Driving Your Organization with "Why" | SImon Sinek

Most people know what their organization does. Some people know how their organization does it. But precious few know why they’re doing it. And that last element is necessary. Without a clear goal, it’s easy to stray from the critical path. In this video lesson, leadership consultant Simon Sinek teaches us not only how to discover and articulate our organization’s “why,” but how to apply it, too.

The Golden Circle

What: Products sold, services performed, the jobs we do

How: Our strengths, values, guiding principles

Why: Our purpose, cause, belief

Discovering Your “Why” — and Bringing It to Life

Knowing your “why” gives your organization a sense of direction. A sense of direction allows you to navigate good times and bad.

If you don’t know your company’s “why,” start looking for it. Articulating your “why” can be easy. Applying it is hard.

Remembering Your “Why”

Most companies have a clear sense of purpose in the beginning (when their “why” is all they have). As companies grow, their focus on structure can lead them to forget the reason the company was founded.

If your organization has lost its sense of purpose, look to your founder or history to rediscover it.

Learning from Disney’s Discipline

Walt Disney’s original vision was a company that created magic for families.

Under CEO Michael Eisner, Disney lost its sense of purpose. It became obsessed with growth and world domination. As a result, the company suffered. It could no longer attract and retain top talent.

Under CEO Bob Iger, Disney asked itself: Are we consistent with the original vision? Disney sold the companies that didn’t fit with their “why” — even when they were profitable.

Today, Disney stays true to who they are and what they believe.

© Freethink Media Inc., All Rights Reserved.

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About Simon Sinek:

Simon O. Sinek is an author best known for popularizing the concept of "the golden circle" and to "Start With Why," described by TED as "a simple but powerful model for inspirational leadership all starting with a golden circle and the question "Why?"'. He joined the RAND Corporation in 2010 as an adjunct staff member, where he advises on matters of military innovation and planning. His first TEDx Talk on "How Great Leaders Inspire Action" is the 3rd most viewed video on TED.com. His 2009 book on the same subject, Start With Why: How Great Leaders Inspire Everyone to Take Action (2009) delves into what he says is a naturally occurring pattern, grounded in the biology of human decision-making, that explains why we are inspired by some people, leaders, messages and organizations over others.

He has commented for The New York Times, Wall Street Journal, The Washington Post, Houston Chronicle, FastCompany, CMO Magazine, NPR, and BusinessWeek, and is a regular contributor to The Huffington Post, BrandWeek, and IncBizNet.