“When our decisions feel right, we’re willing to pay a premium or suffer an inconvenience for those products or services. We can hold each other accountable to measure them or even build incentives around them.” Loyalty we have a clear idea of how to act in any situation. It’s not “integrity,” it’s “always do the right thing.” It’s not “innovation,” it’s “look at the problem from a different angle.” Articulating our values as verbs gives us a clear idea. “For values or guiding principles to be truly effective they have to be verbs. Values and guiding principles need to be verbs They won’t feel that sense of being a part of a group that drives us to do better and be happier with what we’re doing. If someone doesn’t feel like they belong to your organization, they won’t be doing their best work. They want to be around others with shared beliefs, attitudes, and values. People across all cultures want to feel like they belong. “We do better in places that reflect our own values and beliefs.” People buy the “why” behind your product, not the “what.” The need to belong What is the purpose or cause? Why is it important? Why should others care? These are the questions that need to be answered and communicated to inspire people.

Instead, they should focus on why they’re doing what they’re doing. Most companies talk about what they do and how they do it. That inspiration will motivate them to do great work. They inspire them to care about something. Great leaders don’t demand that people do things. Manipulation may work in the short-term, but it’s a losing strategy in the long run. If you want to influence people’s behavior, you can either manipulate it or inspire it. Key Takeaways Leaders inspire people to act 👋 If you enjoy this summary and want to get access to a growing and searchable digital collection of 100+ book summaries like this, check out Foundations. Admittedly, I think you can watch the Ted Talk and get 90% of the value that the book offers, but the book does include a few stories that help cement the key insights.

Sinek argues that great leaders and organizations focus on WHY they do what they do, instead of WHAT they do and HOW they do it. Inspired by Simon Sinek’s popular Ted Talk, How Great Leaders Inspire Action, Start With Why teaches us how great organizations communicate, lead, and acquire loyal customers.

Simon sinek start with why ted talk