Simon Sinek’s golden circle and starting with “why” has been a popular framework for a few years now. I enjoy the TED Talk and have try to apply it as much as I can, in a broad sense. Though recent discussions, however, I’ve come to start thinking that while it is a very inspiring talk, and I’m sure his blog gets many more hits than mine, Mr. Sinek may be falling into the trap of reverse-engineering.
It’s easy to cherry-pick great leaders and success stories and point out that they spoke about “why” and not “what” or “how”. His evidence is very hard to refute. All I’m saying is that it’s easy to start at the end and know that those stories are worth telling. The true test is, however, how accurate this theory can be at predicting success.
I would suggest that it’s lacking.
Starting with why is great and all, but when push comes to shove if no one can relate to your why, then it’s worthless. In other words, if you let your freak-flag-fly and no one is saluting, how could you truly be a great leader or a great company? You won’t have anyone selling or buying.
Nope, the first why isn’t why you do things, but rather why those who believe in you (customers, subordinates, on-looking well-wishers) are attracted to you in the first place. That is the single most important message you can broadcast.
Not only this, but a company or leader who is aware of what draws customers / followers in is one of the best predictors of success that I can think of. I’m all about self-awareness and understanding motivations of others, but you have to be prepared for what you find out.
You may have one idea as to why people choose your business over the competitions and hearing something else can be tough. Especially when you own the business. That’s the one think that Mad Men really go right in my eyes; the scenes where clients were told something that is true, but they can’t get past their emotions and egos to use the knowledge to their advantage.
If you can embrace why your loyal fans have chosen you, however, you have the power to keep them and grow. So rather than starting with the “why” from within, it’s likely better to understand the “why” according to others.