The 365 Best Business Books Of All-Time: Start With Why
Despite the multiple ways in which we can communicate with each other, there are effectively only two ways to influence human behaviour: you can manipulate it or you can inspire it.
As Simon Sinek describes beautifully in his book Start With Why, enticing with the carrot is much more effective in the long run than enforcing the stick.
In particular, he suggests that by focussing on our organizational WHY, we can better mobilize people to action.
My Key Takeaway/Principle
People don’t buy what you do, they buy why you do it.
In the summer of 1963, a quarter of a million people showed up in front of Abraham Lincoln to hear Martin Luther King Jr. deliver his “I Have a Dream” speech.
But how many people showed up for Dr. King? Very few. They showed up for themselves. He had identified a WHY that others took up as their own.
A WHY that included a vision, values and beliefs that matched their own. Alignment of intangibles. People followed him not because of his idea of a changed America. People followed him because of their idea of a changed America. Dr. King offered America a place to go, not a plan to follow.
Ernest Shakleton, a renowned and inspirational leader who never achieved what he set out to do — get to the South Pole — demonstrated the same skills. When Shackleton appealed for crew to join him on his fateful expedition he did not define a list of appropriate skills. He identified a WHY of his own and sought followers. The advertisement read:
“Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honour and recognition in case of success.” Shackleton hired only people who believed what he believed. Their ability to survive was guaranteed. When employees belong, they will guarantee your success.
Questions to ask yourself
- Is our organizational why clearly stated?
- Is it being communicated clearly in everything we say and do?
What else is covered in this book?
In the rest of this book you’ll learn about the Golden Circle, in which there’s a particular order to follow if you want your message to resonate with your audience — whether that’s internal stakeholders or potential customers.
This year (2018) I’m reading and summarizing the top 365 business books of all-time. You can get the full list of books, and links to my reviews of each book, by clicking here.
Happy learning!
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