“How Great Leaders Inspire Action” by Simon Sinek has been one the most inspirational TED talks ever for me. Simon Sinek is an English author and a motivational speaker best known for his concept of the golden circle. This talk earned him third most views on the website because it explained secrets of success in a very simplified and logical manner. He used the example of Apple to explain success of businesses and of Dr. Martin Luther King to explain success on individual level. His theory “The Golden Circle” explains the effectiveness of communication on neurological level in context with our goals and beliefs. Here is the breakdown of the talk that really helped me understand what he meant:

What is the Golden Circle?

The Golden Circle is a concept given by Simon Sinek that explains the difference between pursuing the desired results and pursuing what we believe in. Golden Circle is a pattern in actions and communication of great achievers.

What Makes People or Businesses Successful?

It is not the pursuit to achieve end results but working for what we believe in that makes us successful. In Sinek's words:

People don’t buy what we do; people buy why we do it, what we do only serves as the proof of what we believe.

What are Most of the Business Firms Doing Wrong Today?

Business firms try to communicate in fashion that is called “communication from outside in”. According to Sinek:

The human brain is actually broken into three major components that correlate perfectly with the golden circle.

Rational thought, language, and decision making processes are controlled by different parts of the brain. When only details and facts of the product or idea are advertised, they do not affect our decision effectively and we “do not feel right” about buying into whatever is being sold. The reason is that logic and speech are controlled by the neocortex whereas decisions are controlled by the limbic system relating to feelings and emotions. So as long as the limbic system isn’t affected by the marketing process, buyers are never sure about their decision. Outside-in communication targets mainly parts of the brain that do not have anything to do with the decision-making process.

What Should We Do?

This is where inside-out communication comes into play and outside-in communication fails. Apple does not claim to sell best available products. They claim to sell products that make life easy which makes their products the best. This is the concept that Sinek terms as “inside out communication”. Inside out communication targets decision making areas in the brain and provides facts as proof to satisfy our rational. It is the realization and right use of this phenomenon that enabled Apple, Dr. King, and the Wright Brothers to succeed where others failed, despite having better resources.

Why Apple is More Successful than its Competitors?

Apple is not different from any other computer company on a structural level. It is not the product itself responsible for the success of the company but it is the “why” that enabled Apple to succeed. Unlike other firms, the company knows why they are doing what they are doing. Instead of marketing what they have achieved, Apple learned the art of promoting the reason behind why they are making what they make. The secret of success does not lie in trying to sell what people want. There are lots of companies getting the job done as good as Apple, but the goal is to do business with people who share the same beliefs.

Is the Golden Circle only Applicable to Business Firms?

No. Dr. Martin Luther King’s success had nothing to do with marketing. The Civil Rights movement was not centered on any financial gains. None of the 250,000 people, including 25% whites, who showed up to hear Dr. King speak to earn any personal gains. In Sinek's opinion:

They sent out no invitations, and there was no website to check the date. How do you do that? Well, Dr. King wasn't the only man in America who was a great orator. He wasn't the only man in America who suffered in a pre-civil rights America. In fact, some of his ideas were bad.

People did not show up for Martin Luther King but for his beliefs. His values earned him so many followers. People in fact came to support their beliefs voiced by Dr. King. Hence it was the belief and not the pursuit to achieve on end result that made the movement so popular and eventually successful. Martin Luther King had a dream, not a plan.

Here is the link to the original TED talk: How Great Leaders Inspire Action. I will highly encourage you all to watch it as it is definitely worth your 20 minutes. It may change you entire perspective on how you pursue your goals.