If you examine the actions of great leaders, you will notice that they share common qualities and patterns of thinking. At a TED conference, Simon Sinek discussed the methods great leaders utilize to inspire action. The way great individuals and market leaders think, act, and communicate is virtually the same, and is the complete opposite of what the majority are doing. These similarities are illustrated using the "Golden Circle" below.
The "Golden Circle" illustrates both the stages and pattern of communication and thinking. All leaders understand what their organizations do. Most understand how they do it, using algorithms, processes, or proprietary methods. Very few understand why they do it. The "why" is not in relation to profit, which is the result, but is related to the purpose, calling, and why the organization exists.
Ineffective leaders will communicate from the outside-in, meaning, they will primarily communicate "what" they are offering; functions, features, and services. Shouting, "Look what we can do!", from the rooftops is an ineffective and uncompelling argument. Effective leaders communicate from the inside-out, primarily explaining their beliefs and purpose of existence. People buy what they believe in.
Apple's Approach
Apple is a great example of a leader that effectively utilizes the "Golden Circle" approach. Consider the following ineffective approach using an outside-in concept:
"We make great computers. They are easy to use and user friendly. Want to buy one?"
The statement concentrates on the "what", is uncompelling and does not elicit any emotional connection. Now, consider the approach Apple actually utilizes with an inside-out concept:
"Everything we do we believe in challenging the status quo and do things differently. The way in challenging the status quo is to make easy to use and user friendly devices. We just happen to make great computers as well. Want to buy one?"
People buy Apple products because they share and connect with their beliefs. People buy in what they believe in. Why are people buying media devices from a computer company? It is because of their beliefs. Dell, another manufacturer of great computers, has also produced media devices, but they have not been nearly as successful. They have not been nearly as vocal about their beliefs.
Human Biology and The Golden Circle
The best part of the "Golden Circle" is that it is directly associated to human biology. The human brain contains the neocortex and limbic system, which directly relates to the three areas in the "Golden Circle".
The Neocortex is responsible for rational and analytical thoughts. The Limbic brain is responsible for feelings, trust, and loyalty. All human behavioural and decisions are made by the Limbic brain. The Limbic brain has no capacity for language.
When talking from the outside-in, the Neocortex will comprehend what is being said, but does not drive decisions. You need to stimulate the Limbic brain, by using the inside-out approach, to manipulate decisions and increase conversion rates.
Conclusion
There are Leaders and Those Who Lead. Leaders have authority and people will follow them because they need to. Those who lead inspire us and people will follow them because they believe in their beliefs.
For more information, visit Start With Why.
For more information, visit Start With Why.
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