Nehemiah Answers Simon Sinek (part 1 of 2)


In September 2009, Simon Sinek recorded the third most watched Ted Talk (you should have Ted Talks in your podcast list). It is only 18 minutes long. It is impactful. It points to a different kind of leader, an inspirational leader.


The first few minutes are spent explaining The Golden Circle. Sinek draws three circles and writes “Why” in the centermost circle, “How” in the middle circle, and “What” in the outermost circle. He provides the advertising example of Apple who tells you why you should buy from them, not how they make computers or even what they manufacture. “Why” is an emotional connection.


Sinek continues by explaining what we know about the development of the human brain. The centermost part of the brain, the limbic system, focuses on our feelings, behavior, and decision-making. This part of the brain is the oldest to develop. It does not have the capacity for language. That is for the outer parts of the brain developed more recently and it determines the “what” of how we use our brain.


For leaders to reach the core of a person, inspirational leaders must focus on connecting with the “Why” of the listeners – that innermost core of a person’s brain. Sinek states that you must find “people who believe what you believe.” Another memorable quote is, “People don’t buy what you do, they buy why you do it.” Leaders speak initially to a person’s soul, not to their practical side. The “how” and “what” will come soon enough but if you don’t hook someone with “why” then you’ll have a much harder time getting that person to join your mission.


Sinek ends with the example of Martin Luther King, Jr. When he spoke at the National Mall in August 1963, a quarter million people showed up because they wanted to be there. The “I have a dream” speech they heard is deemed the most memorable US speech given in the 20th Century. Inspirational leaders must speak to the emotional core of their followers so they will absorb “why” they should follow.


Lead On

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