00:00:02
So, where do you start when you have a program
that's about integrating lives with passions?
00:00:08
Well, you start with "why."
00:00:11
And that kicks us off for the first speaker
tonight - Simon Sinek
00:00:17
and his talk "Start with why."
00:00:22
Simon Sinek: We assume, even, we know
why we do what we do.
00:00:28
But then how do you explain
when things don't go as we assume?
00:00:32
Or better, how do you explain
when others are able to achieve things
00:00:37
that seem to defy all of the assumptions?
00:00:39
For example: why is Apple so innovative?
00:00:42
Year after year, after year,
00:00:44
they're more innovative
than all their competition.
00:00:48
And yet, they're just a computer company.
00:00:49
They're just like everyone else.
00:00:51
They have the same access
to the same talent,
00:00:53
the same agencies, the same consultants,
the same media.
00:00:56
Then why is it that they
seem to have something different?
00:01:01
Why is it that Martin Luther King
led the Civil Rights Movement?
00:01:05
He wasn't the only man who suffered
in a pre-civil rights America,
00:01:09
and he certainly wasn't
the only great orator of the day.
00:01:13
And why is it that the Wright brothers
were able to figure out
00:01:17
controlled, powered man flight
when there were certainly other teams
00:01:21
who were better qualified,
better funded --
00:01:24
and they didn't achieve
powered man flight,
00:01:27
the Wright brothers beat them to it.
00:01:29
There's something else at play here.
00:01:32
About three and a half years ago
I made a discovery.
00:01:36
And this discovery
profoundly changed my view
00:01:40
on how I thought the world worked,
00:01:42
and it even profoundly changed
the way in which I operate in it.
00:01:48
As it turns out, there's a pattern.
00:01:50
As it turns out, all the great and inspiring leaders
and organizations in the world --
00:01:55
whether it's Apple or Martin Luther King
or the Wright brothers --
00:01:58
they all think, act and communicate
the exact same way.
00:02:02
And it's the complete opposite
to everyone else.
00:02:06
All I did was codify it, and it's probably
the world's simplest idea.
00:02:12
I call it the golden circle.
00:02:25
This little idea explains why
some organizations and some leaders
00:02:29
are able to inspire where others aren't.
00:02:31
Let me define the terms really quickly.
00:02:34
Every single person,
every single organization on the planet
00:02:37
knows what they do.
100 percent.
00:02:39
Some know how they do it,
00:02:42
whether you call it
your differentiated value proposition
00:02:44
or your proprietary process or your USP.
00:02:47
But very, very few people or organizations
know why they do what they do.
00:02:52
And by "why"
I don't mean "to make a profit."
00:02:54
That's a result.
It's always a result.
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