A few weeks back, I was asked about my thoughts on “Start with Why” by Simon Sinek. Before I could provide my thoughts, I needed to go back and read the whole book. In the summer of 2018, I had read about 80% of this book then accidentally left it on the airplane during one of my trips. A friend of mine graciously replaced it but I have taken nearly 3 years to pick the book back up. This time I did actually finish the book and I am benefiting greatly.
I recently changed employers, and being in the middle of reading this book while making the change has helped me to focus on thinking through implementing the principles taught. There are two key principles from this book which piqued my interest. The ideas of The Golden Circle and The Law of Diffusion of Innovation.
According to SmartInsights.com, “The neuroscience behind the Golden Circle theory is that humans respond best when messages communicate with those parts of their brain that control emotions, behaviour and decision making.” In essence, for leadership, it is critical to understand and never deviate from your “Why”. This is the core of what drives our actions…it is more than motivation. Motivation wains with time, drive keeps us going even when we are tempted to give up. When our “Why” is the heart of the “How” and “What” we do, we have a greater opportunity to have others follow…how we influence those in our care.
This then takes us to the Law of Diffusion of Innovation. In his 1962 book, “Diffusion of Innovations”, Everett M. Rogers introduces the Law of Diffusion of Innovation. According to the website, IdeaToValue.com, “Diffusion is the process by which a new innovation or product is communicated over time amongst the participants in a social system or market.” If you are introducing a good or service the desire is to catch the attention of Innovators and Early Adopters who will connect with your “Why” and want to be among the first to buy your goods or use your services…often the cost is not what is important.
Malcolm Gladwell then goes on to discuss in, “The Tipping Point”, the idea of Connectors and Influencers. If Connectors and Influencers are among the Innovators and Early Adopters of your goods or services, they will help you grow in your marketplace. As you grow and an “Early Majority” starts to buy into what you are providing that is the “Tipping Point” of growth for the business.
I am sure I have not done these concepts justice. Simon Sinek’s explanations bring these concepts to life and make them far easier to understand. I highly suggest reading “Start With Why” and get a better understanding of how this all works together. The insight gained from this book will stay with me for years to come.