start with why
DESCRIPTION
Great leaders start with WHY, which inspires people to take an action about WHAT and HOW.TRANSCRIPT
Start with Why
Jimmy Park
This is based on the book “Start with Why” written by Simon Sinek.
The pages with are from the book and I added my experience and thought to it.
There are two different ways of thinking
Why
How
What
Golden Circle
Outside-inThinking
Inside-outThinking
1 2
Why
How
What What should we make?
How to make it?Which technologies?
(Use when? Why? By whom?)
Why do we need to change?
How can I make that change?
What kind of product orservice can help?
Order of Thought
Outside-in Inside-out
1
1
2 2
Ordinary Leaders in ordinary companies tend to have Outside-in thinking
Extraordinary Leaders in ex-traordinary companies tend to have Inside-out thinking
They ask for solutions
before defining problems
They ask for problems
before getting into solutions
“The problem was, no matter the issue, the company's managers were always drawn
to the quicker, cheaper option over the better long-term solution.
They never have the time or money to do it right the first time. But they always have
the time and money to do it again.”
(p23, “Start with Why” by Simon Sinek)
Leaders who are busy with looking for solutions even before defining problems
They always end up with
short-term response to
long-term desires
Greatest Leader
“I have a Dream…”
“I have a Plan…”
Market Leader
“This is what I made and it can do this and that…”
“This is what I believe... and why I do it…”
Find solid “Why” first, “What” comes along.
Why
What (& How)
Based on my experience also…
Human Brain Structure
Thinking, planning, reasoning,
language, etc.
Emotion, feeling (anxiety, fear,
trust, royalty, etc.)
Outside-in VS. Inside-out
Even Biology supports Inside-out thinking.
Order of Communication
Why
How
What Buy Smartphone with Pen
We have big display andsmooth touch screen for it
(What do you write and why?It’s all up to you)
Don’t you want to accompany your secretary all the time?
What if he or she can do things for you when asked?
I just made a phone like that. Do you want to buy one?
OrdinaryCompany
InnovativeCompany
1
1
22
The Order of your Thought should be the Order of your Communication.
Thought doesn’t talk, Communication does.
By the way,
communication of the Spec. is not
the best way to communicate your belief.
Designed for Humans?
Way Better…
Especially if you want to create something new…
Who are your customers?
Law of Diffusion of Innovation Early Majority does not
buy things till someone
else buy them
Chasm
Those people don’t buy what you make, They buy what you believe.
Tipping Point
Early Adaptor, Innovator
do not buy things by
logic,
they buy things by belief If you want to make things
not yet exist, therefore,
you should inspire them
by your beliefYour Customers
Furthermore, Today is like…
Competitive World Smart People
Era of persuasion has gone. Don’t persuade them, Seduce them.
Persuasion
People know what you want and they still agree…
You should Convince them with Benefit(Price, Function, Performance, Quality…)
Seduction
People don’t even notice what you want yet they still come to dream of it…
You should Convince them with Value (Dream, Happiness, Love, Fun, Sympathy…)
So, which is the better way to seduce them?
What
or
Why
To be a great leader,To be a great market leader today,
therefore,
Start with Why
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
The credit goes to…
(Although he doesn’t even know who I am)
