Simon Sinek wrote in his book that it is very easy to motivate people but to have that ability to inspire someone is quite difficult. Great leaders have that strong inspirational ability that people followed them not because they want to gain some advantage but due to the fact that they were truly inspired by those leaders.
In his book he introduced ‘Golden Circle’ which revolves around Why, How and What. The most important thing is that Great Leaders always put Why first because people know what they do and how they do but they are unaware of the fact that why they do, what they do. Why clears many questions in our mind for instance, why a certain businessman invested in that particular product and why that individual took that decision.
Simon defines that Why inspires certain actions because What only solves our logical questions but Why solves our emotional questions. For example, we buy Apple products not because of what they are selling but because we know that why we are buying their products and same is the case with Dell who launched PDA in 2002 and people bought it not because of What they were introducing but because of the Why factor.
According to Simon, the main objective of business is to develop a level of loyalty with their customers because they are not concerned with What products are they selling but they will be more focused on Why they are paying for that particular product. Consumer loyalty plays a vital role in increasing company’s profit.
He further argues that employees are very loyal towards their organization. They have a certain level of commitment towards their organization because of the Why factor. In order to explain his point he further gave an example of Steve Job who has completely changed the concept of mobile phone by introducing iPhone. Employees who were working with him were not concerned of What he was introducing. In a successful organization employees who are connected and committed to an organization due to Why will be more productive.
Individuals who make their decisions by keeping in mind that Why they are taking that decision will be more strong and successful. Customers are more attracted towards buyers who offer limited time offers and discounts. Customers who have more awareness will be more concerned that Why should they avail that discount and will not fall into that sort of marketing tactics.
According to the author, that either you are an individual, an employee or an organization the most important factor that can bring success is asking Why question not What. Companies don’t hire people to motivate them but they hire already motivated individuals because their motivational level will take organization to a next level.
Golden Circle gives balance to great leaders because they consider themselves accountable to How they do it and What they do and as result they are in pursuit of Why. “Leadership requires two things: a vision of the world that doesn’t yet exist and the ability to communicate it.”