Simon Sinek: How great leaders inspire action?

Power of “I believe”

為什麼Martin Luther King能領導African-American Civil Rights Movement?

Simon Sinek提出Golden Circle理論,認為 “Why” 是核心,其次才是 “How” 和 “What”。他舉了兩個公司的行銷口號為例。

A Company:
1. We make great computers. (What we do.)
2. They are beautifully designed, simple to use, and user-friendly. (How we do it.)
3. Want to buy one?

B Company:
1. Everything we do, we believe in thinking differently. (Why)
2. The way we challenge status quo is by making our products beautifully designed, simply to use and user-friendly. (How)
3. We just happen to make great computers. (What)
4. Want to buy one?

同理,Martin Luther King的演講,一直重複 “I have a dream”,而不是 “I have a plan.” 這說明了一項原則:
People don’t buy what you do; they buy why you do it.

為什麼分享這支影片、這個理念?因為我相信Golden Circle的概念不只適用於公司賣產品或是領導人原則,更適用於面對人生的選擇。若不清楚未來要做什麼或突然迷失不知自己在做什麼,不妨想想: “Why I do it?” and “I believe in…”


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