We are all drawn to charismatic great leaders and organizations who are good at communicating what they believe.
Their ability to make us feel we belong , feel safe and not alone is part of what gives them the ability to inspire us.
These are leaders who have the ability to draw us close to them in order to command our loyalty.
This results in us feeling a strong sense of BOND with these leaders and organizations.
Adopted from Simon Sinek’s book Start With Why.
To get short term benefits and returns “Manipulation” and trickery by means of risk/reward behavior manipulation becomes the strategy of choice for most companies and marketers.
As with short cuts this has its own share of pitfalls in the long run.This is because NOT manipulation but INSPIRATION results in loyalty which results in long term benefits.
Organizations who have STARTED with WHY and build customer loyalty for e.g. Walmart , Apple etc. have struggled when their WHY went fuzzy due to the presence of a finite minded leaders.When this happens it becomes difficult to maintain the growth , loyalty and to inspire employees.
Time is witness that in order to bring such iconic companies back on track has needed an infinite minded leader back at the helm.Steve Jobs , Doug McMillon , Michael Dell the list goes on have returned to get their respective companies back on track by reviving the WHY.
Adopted from Simon Sinek’s book Start With Why
People DO NOT buy WHAT we do but they buy WHY we do it.
The touch point of an organization with customers or market place is where the WHAT aspect of a product is exposed.
Once the WHY communicated in a VISION translates to the WHAT aspect of a product is when the “innovators” , “early adopters” are able to understand the meaning of the product and get loyal with the product.Subsequently they are the ones who spread “word of mouth” to the masses.
Thus communicating the WHY aspect of a product has to be very clear to convert customers into loyal customers.
Adopted from Simon Sinek’s book Start With Why
The manipulative nature of promotions is very well established in the RETAIL INDUSTRY and one such principles is termed as “BREAKAGE”.
BREAKAGE measures the percentage of customers who FAIL to take ADVANTAGE of a PROMOTION and end up paying FULL PRICE for the product instead.
This typically happens when buyers do not bother performing the necessary steps to claim REBATES , a process purposely kept complicated to increase the likelihood of mistakes or inaction.
Adopted from Simon Sinek’s book Start With Why
“To GO FAST , go ALONE.
To GO FAR , go TOGETHER.”
Adopted from Simon Sinek’s book Together is Better
Charisma comes from a CLARITY of WHY.A charismatic leader has a clear sense of VISION and a JUST CAUSE in mind.It comes from absolute conviction in an IDEAL bigger than oneself.
Energy in contrast comes from a GOOD NIGHT’s SLEEP or lots of caffeine.Energy can EXCITE.
Only Charisma can INSPIRE.Charisma commands LOYALTY whereas Energy does not.
Working with charismatic leaders results in FULFILLMENT , the flow of OXYTOCIN , whereas working with Energetic leaders can at most result in a shot of DOPAMINE.
Adopted from Simon Sinek’s book Start with Why
A trapeze who does deadly stunts would need a NET for protection in the eventuality when the stunt flops.
The presence of the NET would be sure enough to psychologically inspire the TRAPEZE to attempt such deadly stunts.
Like in great organizations the employees are made to feel safe by iconic leaders.When the employees feel safe to express vulnerability and are given a free license to try and fail when attempting new things , innovation spreads as a disease.
This comparison cited by Simon Sinek in his book Start With Why aptly illustrates why organizations that Start with WHY are indeed so successful.
Companies with a STRONG SENSE of WHY are able to INSPIRE their EMPLOYEES.
These employees are more PRODUCTIVE and INNOVATIVE and the feeling they bring to WORK attracts other people eager to work there as well.
When people inside a company know WHY they come to work , people outside the company are vastly more likely to understand WHY the company is so special.In such a work culture all employees NEED EACH OTHER.
Adopted from Simon Sinek’s book Start With Why
All great leaders have in COMMON is the unique ABILITY to find GOOD FITS to join their organizations.
People WHO BELIEVE WHAT THEY BELIEVE.
The ability to find such people makes it easier for them to provide GREAT SERVICE.
SouthWest is a great example for the same.
As Herb Keller famously said :
“You do not hire for skills , you hire for ATTITUDE.You can always TEACH SKILLS.”
Adopted from Simon Sinek’s book Start With Why
Herb Kelleher who was at the helm of SouthWest Airlines for many years , was considered a HERETIC for positioning the NOTION that it is the company’s responsibility to look after the EMPLOYEES FIRST.
HAPPY EMPLOYEES would ensure HAPPY CUSTOMERS and they in turn would ensure HAPPY SHAREHOLDERS in that order.
This notion reflected in the culture of SouthWest and made it an iconic company it is today.
Adopted from Simon Sinek’s book Start With Why