12 Books - Author Led Business Book Group discussion
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Start With Why by Simon Sinek - June 2013
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Aradia
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Jun 21, 2013 06:15AM
Really? Let me play devil's advocate for a moment here. While I understand that the "why" of something is important and I get the premise of the book, don't you think it might appear a bit ego-centric to state up front to a customer/client a "why" that is somewhat heavy on the "so I feel good about myself or accomplish my dream or whatever" content? I mean I have several businesses - all interrelated - but with differing mission statements, and bottom-line my why is to accomplish my dreams, be they helping people, making money, being famous, to prove my intelligence, etc. I do think that understanding my why is good - but sometimes it is the how and or what that comes from my whys that form what is pertinent to my prospective customers/clients. Whys such as the one Barbara shared are all well and good, but I am not sure that is really the why as much as the mantra that she employs to create motivation for herself and possibly her team. Still good but somewhat disingenuous I think. (Again, just playing Devil's Advocate - NOT being negative!)
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Aradia,We like Devil's Advocates, otherwise the club would become quite boring.
The "why" is tricky. It is not that you have a "why," but do I and others get it. I think everyone has a "why," but not everyone gets it and trusts it.
Also, it takes a long time to get people's "why" and that's why no one leads with it. It is much easier and faster for people to tell you what they do rather than why they do what they do.
For you to get my "why" you will have to know me for a while and see that I am genuine and live by my "why" before you start trusting me. At least that is how I understand it.
The book uses Costco as an example of a WHY-type. I agree that Costco employees are very satisfied and like their job. The company has made it very simple for them: take care of customers, give them a good deal and find a way to keep then in the store as long as you can. I speak from experience. Most stores I am in and out, but not Costco.
Costco does things that drive analysts on WS mad and that is they take good care of their employees. Even the CEO's salary is lower than other CEOs so employees are paid well with benefits. The result is that their stock price keeps going higher since they have real loyal customers (like me) who keep buying from them.
So you know a company is a WHY-type when it pisses off Wall Street. Why others can't copy them is a real mystery?
Jay wrote: "Aradia,We like Devil's Advocates, otherwise the club would become quite boring.
The "why" is tricky. It is not that you have a "why," but do I and others get it. I think everyone has a "why,"..."
I agree I think it is a little tricky and that the WHY should come out in the what and how you do it. The What and How speak for your why.
I also think there is a place for everything. Different conversations, different communications. The biggest lesson seems to be to have, remember, and live your WHY. I think communicating it is done primarily via your What and How.
Jacob wrote: "I've been going through all my websites and blogs and rewriting the about sections etc to really reflect the why and not the what or how. This includes changes to the 12 Books website. On a persona..."Great approach, Jacob. To continue your exercise of why I am involved in my work: it's actually for getting people to understand why they're doing what they do.
It's a bit cyclical, but my work in organizational culture gets to a similar point.
Jacob wrote: "Jay wrote: "Aradia,We like Devil's Advocates, otherwise the club would become quite boring.
The "why" is tricky. It is not that you have a "why," but do I and others get it. I think everyone ..."
After reading through the part of the book that talks about culture I think we have to realize that sometimes you're why it's not going to spark alignment with other people's why. At times there may be a conflict or just not interested. But other times it will spark a powerful conversation and alignment.
Jacob wrote: "Jay wrote: "Aradia,We like Devil's Advocates, otherwise the club would become quite boring.
The "why" is tricky. It is not that you have a "why," but do I and others get it. I think everyone ..."
After reading through the part of the book that talks about culture I think we have to realize that sometimes you're why it's not going to spark alignment with other people's why. At times there may be a conflict or just not interested. But other times it will spark a powerful conversation and alignment.
Exactly Stephan. Sometime the only who is (and certainly should be) concerned with the why is you. Not that this should stop you from using it to figure out your what and how.
I think one of the big learning's for me is the fact that the why behind a company drives and sometimes serves as one of the only differentiating factors. This seems especially true of a lot of smaller local businesses. At the heart of what makes them different is ultimately why they do what they do.
I think the movie that really captures what a struggle it is to identify your WHY and then to live by it is "Jerry Maguire." I am watching this movie again after reading Simon's book. When people focus on the HOW and WHAT, it results in stress. You are doing work and making money but there is no purpose and feel something lacking. I am not a stress expert but would like to know what others think.
I know I have done my best work when I made little money but had lot of control, and was not very happy when I made lot of money working for a boss I did not like and company's culture that I didn't feel comfortable with.
Here are my last two blogs from reading this book:"Startups succeed when it has WHY-type and HOW-types" -http://bit.ly/1bXs1vh
"The Anatomy of a 'Start with Why' from the movie 'Jerry Maguire' " - http://bit.ly/145g7y5
I really enjoyed reading this book. This was my second reading. It certainly made me think as I came up with five blogs. It was work, but well worth it.
Jay wrote: "Simon and others,Simon, thanks for your prompt replies. We like authors who are actively participating in the discussion; it makes the reading experience more enriching.
Reading this book, I r..."
Jay - let me answer your questions in reverse order.
Yes, when people ask "what do you do?" absolutely answer with Why. Here's the difference:
Traditional:
What do you do?
I am an author and I do a lot of speaking. Usually about what inspires people.
Start With Why:
What do you do?
I wake up every single day to inspire people to do what inspires them. I do all kinds of things to help advance that - I wrote a book on the subject, I speak, I teach...whatever it takes to inspire.
As for the second question - again, your instincts are right. Why is about meaning and meaning cannot be found in a soundbite or two. Meaning is under the surface and takes time to uncover. What we do, our soundbites, in contrast, are superficial and easily seen and thus much easier to talk about.
Discovering Why takes curiosity and patience.
Jay wrote: "Simon,When a person or a company has a brand, does that mean that people viscerally get their WHY? Or can branding be created through PR?"
People communicate out loud with their mouths. Companies communicate with marketing. The things we say to each other can be helpful or unhelpful, we can inspire or manipulate for self-gain.
Branding is one element of marketing. It is the sum total of what the company stands for. If that brand is authentic - if it properly represents the Why of the company - that is good and true and long-lasting. If they brand built is one of attempting to please or ingratiate, then it won't stand the test of time.
I talk about what authentic branding is in this talk I gave. You may enjoy it.
http://vimeo.com/26774102
Jay wrote: "Do you know what Enron's corporate slogan was?"Ask Why?"
One question that no one asked and it was right there for all to see."
Very good point Jay.
Jay wrote: "Simon and members,Does "why" only matters in business when a company faces competition? Airlines used to care about this but with consolidation and lack of competition, worrying about "why has ..."
I think that Why applies whether or not a company faces competition (although there are very few who do not). As Simon points out many companies are focused on the now and the what and totally miss the why.
Aradia wrote: "Not necessarily Jay. I think people as individuals know the difference and do, for the most part, develop loyalties. I do, however, think that companies generally have interests and are adept at pr..."I would have to say from my observations over the years that most people do not know the difference. There is a small cadre that is loyal, but the majority will split after a couple of frustrating experiences without relaying their frustration.
I just wanted to let you know that I tried something new that I discussed earlier in this forum, which was to write blogs while reading Simon's book. I just posted my final blog post that explains how I did it. In total, I produced eight blogs from this exercise. It was work, but I found it very enriching.
http://bit.ly/10pr78W
Hey simon, i love your clarit and the description of how Apple thrives by answering the why rather than describing benefits. I have this theory that every industry is always led by its stupidest competitor. I have seen many large companies that only seek to be like everybody else rather than to provide real honest value to the market. If one stupid competitor does something they all copy it even if it makes no sense. The best example I can use is the drug store industry which I know very well.One chain opens up a 24 hour pharmacy to gain a competitive advantage . The store loses money because it requires double the overhead to do 20% more volume. Within a year every competitor has added 24 hour hour pharmacies because they don't want to be left behind and now they are all losing money.
My big why question is why is it that so few business leaders have the guts to run their business correctly?
Greg wrote: "Hey simon, i love your clarit and the description of how Apple thrives by answering the why rather than describing benefits. I have this theory that every industry is always led by its stupidest co..."Great insight Greg!
Aradia wrote: "I beg to disagree Simon. You are forgetting that no less than the Supreme Court (in the Citizens United ruling) holds that corporations are people. Corporate personhood is the legal concept that a ..."The missing piece that I see in this argument is POWER. Corporations are not communes. The power begins at the top and remains there in most US corporations. Albeit, while many companies are now realizing the power of distributive leadership, the real power still resides at the top of a hierarchical pyramid. In this type of organizational culture, personhood within the corporation resides only in those who have a real voice in the company's operations. Most employees, I would say, do not have a role in determining either the why, or what. They can help determine a piece of the 'how', but only insofar as it directly relates to their job description.
Mary Pat - are you talking about the comment as it pertains to the book discussion or to the Supreme Court decision? My point was made in reference to the loyalties/interests comment.I am not at all sure that has anything to do with power - only the idea that I believe that companies can and do have "loyalties" as well as "interests" as defined in the context of the discussion. Whether those loyalties and or interests are determined by a single person or a committee within the company - and I would daresay that yes, the people at the top would be the ones that set company policy i.e. loyalties and interests in direct relation to their vested interest in the company.
Finally got to read Sinek's book. I was so inspired by it that a colleague and I used the Golden Circle to frame up the application for a Young Entrepreneur's contest with the local school district! The intro is below, we also included the image, plus question to frame up their plans for the Why, How and What! Would love to hear what you all think of this approach.
"Global Leaders Young Entrepreneurs Competition
The format for the Global Leaders Young Entrepreneur Competition has been adapted from The Golden Circle by Simon Sinek. The premise of The Golden Circle is that any great idea that ultimately becomes a movement starts with WHY. In it’s simplest form, WHY is the purpose, or the reason something exists. It’s the inspiration and meaning– it’s what grabs people. Any successful business plan addresses 3 basic questions: WHY are we doing this? HOW are we doing this? WHAT are we doing?"
Ariana wrote: "Finally got to read Sinek's book. I was so inspired by it that a colleague and I used the Golden Circle to frame up the application for a Young Entrepreneur's contest with the local school distric..."Awesome!
