In this TED video from September 2009 Simon Sinek gives a fascinating overview of how so many companies and leaders make a fundamental error in focussing on the what rather than the why.
He considers how the why speaks directly to our Limbic brain (the sub-cortex) which is responsible for learning, memory, emotion and motivation but not language. This is the part of our brain which leads to our “gut feel” or when we say we are “led by our heart”. Conversely, the what triggers our neo-cortex, our language centre and the home of conscious thought where we can process great amounts of complex information but fail to ever feel compelled to act on it.
To make his point he offers examples as diverse as why the Wright Brothers managed to invent a flying machine without a college education; how Martin Luther King Jr got 250,000 Americans to hear him speak on the 23rd of August 1963; and the success of Apple, a simple computer company who has us all in love with the why they “Think Different”.
Titled “How Great Leaders Inspire Action”, the topic is relevant to both how to motivate your team and also your customers.