so innovative

how do they find a way to be so different they have the same access to

the same talent the same agencies the same consultants the same media and yet

year after year after year they beat out the competition

why was Martin Luther King the leader of the civil rights movement he wasn't the

only man who suffered from a pre-civil rights America and he certainly wasn't

only great orator of the day

so why him and why is it that the Wright brothers were able to figure out

controlled flight when there were certainly others more qualified more

funded and better equipped

why were they first to fly there must be something else here at play and when

you look closely

a pattern certainly emerges all the great and inspiring leaders and

organizations all act think and operate the exact same way and it's the complete

opposite to everyone else

Simon Sinek calls it the Golden Circle why how what this simple concept

explains why some organizations and leaders are able to inspire others you

see everybody and every organization on the planet knows what they do some

understand how they do it but very few know why they do what they do not why

as in to make a profit

that's a result why as in what's your purpose what's your cause what's your

belief

why does your organization exists why do you get out of bed in the morning

and why should anyone care as a result the way we act the way we think the way

we communicate is from the outside in

we start with the clearest thing to the fuzziest thing but the inspire leaders

all think act communicate from the inside out

if Apple were like everyone else an ad from them would sound like this we make

great computers they're beautifully designed simple to use and user friendly

wanna buy one and that's how most of us communicate we say what we do and how

we do it and expect some sort of behavior in return

here's our new law firm we have the best lawyers and our clients always win

do business with us

here's our new car it has great mileage leather seats

the best safety buy our card but none of that is inspiring

here is how Apple actually communicates everything we do we believe in

challenging the status quo

we believe thinking differently

the way we do that is by making our products beautifully designed simple to

use and user friendly

we just happen to make great computers wanna buy one totally different right

it's not what you do it's why you do it that's why we're all perfectly

comfortable with buying computers from Apple as well as phones tablets and now

even watches their products are no better than their competitors

with this in mind you shouldn't just do business with people who need what you

have

you should do business with people who believe in what you believe its all

grounded in our biology

if you look at a cross section of the human brain from the top down you see

the brain is broken down into three major components that fall perfectly

in line with the Golden Circle our newest homo sapien brain the neocortex

corresponds with the what level it is responsible for our rational and analytical

thought and language the how and why corresponds with our limbic brains

which is responsible for all of our feelings like trust and loyalty

it's also responsible for all our behavior all our decision making and has no

capacity for language in other words when we communicate from the outside in

we can understand vast amounts of complicated information like features

and benefits facts and figures

it just doesn't Drive behavior but when we communicate from the inside out

we're speaking directly to the part of the brain that drives behavior

with this in mind here are the three steps every leader should follow to

inspire action

first you have to know why you do what you do

what's your mission your belief your cause what is your purpose then you have

to have the discipline of how you have to hold yourself and your people

accountable to your values and core principles

lastly you have to have consistency of what

everything you say everything you do must prove and align with your why at

the end of the day people don't buy what you do they buy why do it

and what you do serves as the tangible proof of what you believe this has been the

self-made nerd with another video to help you learn and grow if you believe

in what this channel is all about which is to change yourself for the better

through conscious endeavor

please share this video with your friends and subscribe to stay posted for

new content

join the movement and become a fellow self-made nerd today