“Start With Why” by Simon Sinek is a remarkable book.
Not because it is complex or high-reaching, but because it is simple, down-to-earth, yet potentially game-changing.
It is also rewarding to see the audiobook read Mr Sinek himself. While this isn’t possible for some writers, I do not think Sinek could have chosen any other option. Had he not delivered his own message, it would have undoubtedly lessened the impact.
Sinek communicates a straightforward message with straightforward language, aligned with compelling examples. He has not uncovered a long-lost truth, but he has rediscovered something for himself that many of us missed. And he has converted this knowledge into a practical framework that he calls the Golden Circle.
As the book is called “Start With Why”, it will not be giving away too much to say that Sinek urges us to begin our communication – particularly in terms of advertising – with why?
On the “About” page of this website, I set out my target condition:
“To create empowered, learning individuals growing within empowering lean learning systems.”
This is my “why.” I want to help businesses by helping to grow people.
Sinek describes a hierarchy of communication where I would lead off with this statement. People with similar “whys” are often drawn together, and this type of language resonates at the brain’s emotional centre. It is the emotional brain centre that makes decisions – and it does so without language. Connecting at the emotional level is the key.
From this point, you can talk about the “how” and “the what.” How do I intend to grow and empower people within lean learning systems? What is the call to action at the end of my communication? Do I want you to read an article, take a course, or engage my services?
Sinek calls this the inside-out approach. If you follow this blog, you might have an idea as to why this audiobook resonated so much.
“The Inside-Out Revolution” is the title of a book by Michael Neill, which I read some time ago. We have also looked at “Clarity” and “Results” by Jamie Smart. If you recall, these works are ultimately based on the thinking of Sydney Banks. By exploring the three principles of thought, mind, and consciousness, we are encouraged to view life from an inside-out perspective. If much of what we experience in our worlds is generated by thought, it makes sense that those who think similarly are drawn together.
This is Sinek’s observation. The people who do business with us are those that share our motivations and mores. Our beliefs should lead off the communication – not the product we have to sell.
For the lean thinkers among us, being challenged to communicate this way may be truly transformational. If we begin our nemawashi (pre-aligning with stakeholder groups) by stating why our proposals our essential, perhaps we will gather more momentum to overcome the initial resistance and inertia.
An enthusiastic following is a compelling promise for any change agent, particularly if that vision extends into the organisation’s upper echelons.
As I discussed in my book “Super Lean – Unlock Your Company’s Million-Dollar Edge”, our team members arrive to receive our enthusiastic urgings carrying emotional actions based on thought. Attempting to smooth an emotional response with an intellectual explanation of what must be done is doomed to failure. Starting your communication with “why” ensures that you are reaching the same area of the brain that is fuelling any emotional resistance that your team have.
Perhaps we can get past “I’ve seen this all before” to “I want to come along and try” when we deliver our call to action at the end of the piece. Such engagement has to be the hope.
What makes interacting with this book so rewarding is the call to action. Just go and experiment, starting your communications with “why?” Sometimes you’ll forget; other times, the result won’t be very good, but practice is the key, as with any skill.
I’m going to try, at least. I’d be interested to hear how you get on.