Start With Why Part I
Hey smart girls! I was so eager to write this post because I feel it is very important for everyone here at The Smart Girls Group to here this. I just recently finished Simon Sinek’s Book called Start with Why. First, let me say that if you haven’t read this book, you seriously should consider going out to buy a copy right now, and if you have read this book, you are already way ahead of the game. This book explores what makes certain companies better than others, and what separates a good leader who inspires everyone around them. But it doesn’t even stop there; it also entails the makings of great companies and leaders through this method called “start with why”. There is no way that I could explain everything in the book because there are just so many amazing points and take always, however, I do want to talk about the “start with why method.” The moment I read this, I immediately thought of everyone here at SSG, and I new it was something I needed to share.
Sinek illustrates the Start with Why method through what he calls, “The Golden Circle (see picture below). The Golden circle explains why some companies and organizations are more successful than others. Depending on what “level” or focus certain company advertise themselves determines the success of that organization. There are 3 parts or levels to the circle. The outer part of the circle is the WHAT. What does our company do? Well, obviously every company in the world knows what they do. They know their goals; they know what they make or what they represent. Now, the next level is HOW. Some companies know how they do what they do, but you would be surprised at how most companies really don’t know HOW. The core of the circle is WHY. Why do we do what we do? Why does this company exist? Sinek states very clearly in his book that the why is not the result of the company or the product. The why is the core belief, the purpose of the product or organization. What is it going to do, and how will it change the lives of the consumer or the supporter. See the difference?
In our society today, it is common to advertise or explain things starting with what, how and sometimes organizations will explain why. But what makes a business or a company successful is when they work from the inside out (why, how, what). Sinek constantly refers to Apple Inc. Apple is one of the most successful computer companies in the world. However, they’re products are not very different in the sense that they had all the same resources as other companies like Microsoft. But what makes Apple so different? Well, here’s where the pieces come together, and Simon Sinek explains it perfectly (This quote is adapted from Start With Why) “If Apple Inc. had marketed their products starting with the “what”, like everyone else it would go like this: We make great computers (that’s the what). They’re beautifully designed, easy to use, and user friendly. Want to buy one?” Sinek illustrates a mediocre, but common advertising attempt. However he goes on to tell us Apple Inc. advertisements really sound like this, “ Everything we do, we believe is challenging the status quo. We believe in thinking differently (that’s the why). The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly (that’s the how). We just happen to make computers, want to buy one (the what)?”
That short example of how apple operates, and it is one of the sole reasons why they are so successful today! He goes on to give other examples thought-out the book, supporting this revolutionary, but simple idea. By end of the book I was convinced that Simone Sinek is the most brilliant marketing stratgeist of the 21st century! I was so blown away by the book that I had to share it with all my sisters here at SSG. So I will ask everyone here, why do we do what we do? Let’s start with the why.