![]() ![]() Most sales and marketing is traditionally done from the outside of the ring to the inside.Īn excellent example is Apple, who start with Why: Most of us naturally think from the outside of the ring to the inside, but the successful people and companies, all think from the inside out. It’s not to make a profit, that’s a result, but by why, he means, ‘What’s your purpose?’, ‘What’s your cause?’, ‘What’s your belief?’, ‘Why does the organisation exist?’ He has discovered that there is a pattern to the success of companies, people or movements – they all think, act and communicate in the exact same way, in the complete opposite way to everyone else.Īs I mentioned above, he calls it, the Golden Circle.Įvery person and company know what they do and how they do it – but very few know why they do what they do. Sinek believes that there is something else that contributes to these successes. Why were the Wright brothers’ the first to create a machine and fly, when there were lots of others trying to do the same thing?.Why did Martin Luther King lead the Civil Rights Movement? Why was he the man that became the face of the movement over anyone else?.Why do they seem to be different from other computer companies?. ![]() Apple are just the same as other tech companies, but they are hugely successful, and he asks why this is. In the book, Sinek uses companies such as Apple as an example. I first heard of Simon Sinek’s work after watching his 2009 Ted Talk, where he talks about his “Golden Circle” theory. In fact, I would go as far as saying that this book should be required reading for all fitness business owners. Have you ever struggled to articulate your offering clearly, get people to buy into your vision, or determine the direction of your business? If you answered yes to any of these questions, this book is for you. There are only two ways to influence human behaviour: you can manipulate it or you can inspire it - Simon Sinek, Start with Why Start with Why: How Great Leaders Inspire Everyone to Take Action is an incredibly insightful book by Simon Sinek. ![]()
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