And their challenging the status quo is a pattern repeating in all they say and do, which is the reason why people perceive Apple as authentic.Ĭhapter 4: This Is Not Opinion, This Is BiologyĬhapter four begins by focusing on human nature’s desire to belong. But Apple communicates from the “Why.” Apple’s “Why” is to challenge the status quo and empower the individual.
In his opinion, Apple is technically no different from its competitors. “Whats” are the reasons we can point to rationalize why we so much like a company over another. “Why” is the reason to buy and the “Whats” merely represent the tangible products as a proof of that belief. When we start with “Why”, we go from the inside out of the circle. Everyone can easily describe the products or services their company sells or the job function they have within the company. This is true no matter how big or small the company is, or no matter what industry they belong to. What: Every single company on the planet knows what they do.
Whether you call them a ‘’differentiating value proposition’’ or a ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better. How: Some people and companies know how they do what they do. Why does your company exist? Why do you get out of bed in the morning? And why should anyone care? This isn’t about running a profitable company-that’s a result. Why: Very few people or companies can clearly articulate why they do what they do. There are three parts of The Golden Circle: Why, How, and What. The core of Simon Sinek’s “Start With Why” is his discovery of The Golden Circle. Continuing too far down this path will impact long-term profitability, but there is another way which is revealed in chapter three. Regardless of the type of manipulation, it is important to understand these are short-term solutions which end up leading to a cycle of repeated manipulation. Pricing and promotions are the most commonly identified forms of sales manipulation, but fear, aspirations, peer pressure, and novelty tend to be more discrete. These include price, promotions, fear, aspirations, peer pressure, and novelty. Most of the sales tactics used by businesses today involve manipulation. Chapter 2: Carrots and SticksĪccording to Sinek, there are two ways to attract customers: inspiring the carrots or manipulating the sticks. There are two types of leaders: those who decide to manipulate to get to the end result, and those who start with the end result in mind and let everything else naturally fall into place. In American car factories, workers on the assembly line apply final fixes on doors using a rubber mallet, whereas in Japan the doors are engineered to fit perfectly from the start. Take the classic example of American car manufacturers versus the Japanese. Sinek gives examples of scenarios where looking at the bigger picture can shape your behavior towards driving long-term results. The first chapter of “Start With Why” dives into the assumptions we make and the impact they have on our actions.
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