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Text comes from the book: “The Infinite Game: Strategies for Lasting Success” (2019), Find Your Why: The Practical Guide to Your True Purpose ”(2018), Good bosses eat last: Why some teams work - and others don't” (2017), Always ask first: why: how top companies and executives inspire success ”(2014), published by Münchener Verlagsgruppe (MVG), reprinted with the kind permission of the publisher.

Here writes for you:

Simon O. Sinek is a writer and management consultant best known for his Ted Talk. Sinek began law studies at City University in London, but dropped out to work in the advertising industry and later graduated with a degree in cultural anthropology Brandeis University. He lives in New York, where he taught strategic communications as an instructor at Columbia University in 2005/2006. Sinek's first TEDx talk on "How Great Leaders Inspire Action" is one of the most watched TEDx videos on TED.com. Sinek is a writer for The New York Times and The Washington Post.

Implementing projects successfully and making decisions: a question of motivation

Some projects that seem promising develop into a disappointment or even a catastrophe. Others, doomed to failure by all predictions, will be a resplendent success. Why?

It all starts with the question of "why"

These facts may seem puzzling to us as well as to our competition. However, they are not when they come from a
Perspective that begins with the WHY. The golden circle model helps explain why famous leaders like Steve Jobs, Martin Luther King Jr., and the Wright Brothers
were able to accomplish what others couldn't. Although these
just as intelligent and just as hard-working, but often better financed.
If you like my talk on WHY up
TED.com) then know
You already have the golden circle; If you are new to the golden circle then
this post is essential for you - an indispensable preparation for
Your search for the WHY.
In every organization - and in the professional life of the people in it - we operate on three levels:

  • What we do,
  • how we do it and
  • why we do it.

We all know what we do: what products we sell, what services
we offer or what jobs we do. Some of
know us how to do it: these are the skills that
we believe that make all the difference
distinguish ourselves from the general public. But only a lot
few can clearly articulate why they do what
Do you.

We don't just work for money

"Wait a minute," you could say. “Hand on heart - don't most people work for money? It is obvious that this is their 'why'. ”But money is only a consequence. While it's part of the whole, it's not what inspires us to get up and go to work every morning.
And the cynics who insist that they and others actually do
only going to work for money, I ask them why they want to make money.

To be free? To travel? To make their children a pleasant one
To secure life that they did not have themselves? The gist is that it's not that
Money is what drives us. The WHY leads to a much deeper understanding of what motivates and inspires us. It's the goal that
Purpose or the beliefs that drive all organizations and all personal careers. Why does your company exist? Why are you today
got up tomorrow? Why should anyone care?
When we talk to consumers or new customers,
we usually explain to them what we are doing. We explain how
we do that or how we differ from the others.

Purely rational arguments do not help companies

That will be enough to win the race, we believe, to influence their decision or to convince them to do something specific. The following product promotion
follows this pattern: This is a very rational argument. She makes it clear what the company is doing
and tries to convince potential buyers to buy based on product features and financial advantages. Like this reasoning
work sometimes, in the best case it will lead to a few bookings. As soon as the buyer finds a better deal, he becomes the one
Turn your back on the company, because product advertising makes the difference
concrete provider in no significant argument from other companies. Loyalty is not built through product features and benefits. Qualities and financial advantages do not inspire. Loyalty and a long-term bond build on something deeper.
Let's try again with our product advertising.

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Let's start with the WHY:
What good is an idea that cannot be shared? Our Company the novel
founded to spread ideas. The more ideas that are spread, the bigger
is the likelihood that these ideas will affect the way the world goes. There are many ways to share ideas; one of them is the written word. This is our specialty. We make the paper for these words. We sell paper. we
offer the best quality for
lowest possible price; lower than everyone else.
Do you want to buy from us? Or how about this variant: We
make paper for big ideas. Do you want to buy it?
That's something completely different, isn't it? If we start with the WHY, it suddenly makes the paper attractive. And if it does that for the mass-produced paper, then things will be even better with a product
work that is something special.

It depends on the value and the purpose

These advertisements are not based on data and facts, characteristics and financial benefits. These products have value, but that's not the main thing. The WHY in the first place gives the argument a deeper one, an emotional one
and therefore ultimately greater value. If we put in the second advertisement,
then it's no longer about paper. Then it comes down to what the company is
and what it stands for. Of course there will always be people who just do
Want to buy paper. Still, if the consumer's personal beliefs and values ​​align with those expressed in product advertisements - for example, if they believe in the free diffusion of ideas - then it is much more likely that this company is who they are with want to buy.

Not just once, but over and over again. In fact, even if another provider offers a better price, they will likely remain loyal. It says something
about the personality of the buyer when he buys from a company that
reflected his beliefsspiegelt.
It is the companies that inspire, that have earned long-term trust and loyalty, that make us feel that we have appropriated something. Something that is so important that we also sacrifice a few more euros for it. This attachment to something superordinate is also the reason
why we still wear our local sports club's jersey, too
when he has not had a track record for more than a decade.

Feelings are stronger than rational thinking

This is also the reason why many people always prefer Apple products to other products, even if Apple is not always the cheapest choice
is. We have to admit that man is not an exclusively rational being. If that were so, no one would fall in love, would
nobody start a company. In either case, given the minimal chance of success, no rational person would take such a risk. We do it anyway. We do it because our feelings for an object or a person are stronger than rational thinking.

But our emotions cause us problems. It can be incredibly difficult to express. That is why we so often resort to metaphors or analogies like, “Our relationship is like
a train hurtling towards a rickety bridge at breakneck speed ”or“ When I go to the office, I feel like a little one again
Child who goes to the children's playground «. Although it's so difficult to express feelings - it's worth it. When we are emotionally on the same wavelength as consumers and customers, the bond is stronger and deeper than any connection based on product features and benefits
is based. That's what Ask is always about first: why.

Emotional thinking corresponds to how our brain works

The best part, however, is that this is not just a matter of opinion. The whole principle of the WHY question is based on the biology of decision making. The functioning of the golden circle corresponds exactly to the functioning of the human brain.

  • The outer ring of the golden circle - the WHAT - corresponds to the outer part of the brain; the neocortex. This is the part of the brain that is responsible for rational and analytical thinking. It helps us data and
    Understand facts, features and benefits. The neocortex is also responsible for language.
  • The two inner rings of the golden circle - the WHY and the HOW - correspond to the inner part of the brain, the limbic system. This is the part of the brain that is responsible for our behavior and our decisions. He is also responsible for all of our feelings, such as trust and loyalty.
  • In contrast to the neocortex, the limbic system has no language function. That is the part from which the "gut feeling" arises. It doesn't come from our stomachs. It's about how we feel when we make a decision and have trouble explaining it.

This division of competencies is the biological explanation of why it is for us
it is often difficult to put our feelings into words (“I love you more than
Being able to say words ”), explaining our actions (“ I don't know what the devil got me! ”) Or justifying our decisions (“ I just felt it was the right thing to do ”).

Making decisions and implementing projects: When feelings become words

However, we can learn to put these feelings into words - and that is exactly what helps us make the right decisions. Those who put feelings into words can motivate themselves, colleagues and customers better. We wrote this book to help you find these words. Once you understand your WHY, you will be able to clear
formulate what makes you feel complete. And you will
better understand what drives your behavior when you are your best self.

If you can do that, then you have a point of reference for everything you do
will do in the future. You will be able to make the decisions
more consciously about your companies, your career and your life. They will be able to inspire others to buy your products, to work with you, and to fight together for your cause. she
Never again should have to play the lottery by being instinctive
Make decisions that are not well founded. From now on, you will proceed purposefully and consciously. From now on, always ask first: why. And then you can manage to make decisions and implement projects.

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