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Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? Произведение пронизано тонким юмором, и этот юмор, будучи одной из форм, способствует лучшему пониманию и восприятию происходящего. Just imagine you had to explain love to someone.
Success comes when you are in clear pursuit of WHY you want it. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. The mission is a description of HOW the company will create that future.
Join Kobo & start eReading today - Just imagine you had to explain love to someone. But for passion to thrive and survive, it also needs structures and HOWs.
Everyone should know what motivates and guides them in their lives. By having a strong sense of why you do what you do, you will feel empowered with purpose and determination. By WHY I mean what is your purpose, cause, or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? Their products, unto themselves, are not the reason Apple is perceived as superior. It is that clear correlation between WHAT they do and WHY they do it that makes Apple stand out. This is the reason we perceive Apple as being authentic. It is a feeling we get when those around us share our values and beliefs. When we feel like we belong we feel connected and we feel safe. As humans we crave the feeling and we seek it out. When companies talk about WHAT they do and how advanced their products are, they may have appeal, but they do not necessarily represent something to which we want to belong. It is this authenticity that produces the relationships upon which all the best organizations are based. Relationships also build trust. And with trust comes loyalty. So the logic follows, the goal is not to hire people who simply have a skill set you need, the goal is to hire people who believe what you believe. However, pulling together a team of like-minded people and giving them a cause to pursue ensures a greater sense of teamwork and camaraderie. Average companies give their people something to work on. In contrast, the most innovative organizations give their people something to work toward. People who come to work with a clear sense of WHY are less prone to giving up after a few failures because they understand the higher cause. When it reaches that tipping point, the idea becomes a movement. When that happens, the growth is not only exponential, it is automatic. However, for most of us, somewhere in the journey we forget WHY we set out on the journey in the first place. More features, Better service. What if we showed up to work every day simply to be better than ourselves? What if the goal was to do better work this week than we did the week before? All organizations start with WHY, but only the great ones keep their WHY clear year after year. Those who forget WHY they were rounded show up to the race every day to outdo someone else instead of to outdo themselves. Winning hearts, however, takes more work. Companies that fail to communicate a sense of WHY force us to make decisions with only empirical evidence. This is why those decisions take more time, feel difficult or leave us uncertain. Start with WHY — the emotional component of the decision — and then the rational components allow the buyer to rationalize the reasons for their decision. From marketing to product, from strategy to tactics, hiring and firing, the decisions the founder makes will, if he trusts his gut, feel right. But as the organization grows, as it becomes more successful, it becomes physically impossible for one person to make every major decision. Not only must others be trusted and relied upon to make big decisions, but those people will also start making hiring choices. And slowly but surely, as the megaphone grows, the clarity of WHY starts to dilute.

Annons

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August 2018