"(Martin Luther King) gave the 'I have a dream' speech not the 'I have a plan' speech" - Simon Sinek

Plans don't inspire action, beliefs do.

Much has been written about the advantages of a workplace governed by mission statements and core values. The concept that a set of values should guide the decisions and behaviors of a group is commonplace. We recently heard the “holy trinity of values”, respect, dignity and integrity, used in a car dealership ad campaign. If ever there was a reason to relegate values to the HR discount rack as an effective management tool, it was after hearing that ad! But every day we experience a profound need for mission and values. For large companies and “mom and pops” alike, a mission statement or its “why”, defining the reason for an organization’s existence, isn’t an HR fad. It's the single most effective way to ensure brand loyalty and long-term success.

Beyond the common mission statement, the “WHY”, as defined by Simon Sinek, is the simple notion that the greatest leaders and organizations in the world think, act and communicate precisely the same way- and it’s the exact opposite of everyone else! It’s a very simple concept Sinek calls the “Golden Circle”. When a leader or organization defines “why” first, instead of how or what, people are inspired to action. That is why companies like Apple and Disney inspire such fierce brand loyalty. Why makes people actually care about your company or idea because people don’t buy what you do- they buy why you do it. The goal is not to do business with people who want what you have; it’s to do business with people who believe what you believe.

Sinek goes on to explain that “Starting with Why” isn’t a theory, it’s actually based in the tenets of biology. The Golden Circle (three concentric circles, with “why” in the center, followed by “how” and then “what”), correlates perfectly with the three section of the human brain. Our “newest brain”, our neo-cortex, corresponds with the “what” level. It is responsible for all rational and analytical thought. It also controls language. The next two levels, the limbic brains, control all of our feelings, like trust and loyalty. It also controls all our behaviors and decision making, but has no capacity for language. When you start with “why” you are talking to that part of the brain that makes all the decisions. This is where the “gut” feelings come from. It’s when you have all the facts to make a decisions but it just doesn’t “feel” right.

When building a team, if you give your new hires a clear definition of your “why” or what you believe, you will create loyalty. People won’t work for you because of what you do; they will work for you with blood, sweat, and tears, because of who you are. Leadership guru John Maxwell has divided leadership in 5 levels, the highest and most effective level being “Pinnacle”- people follow you because of who you are and what you represent. It is clear that “why” is the most powerful way to get to people’s hearts, whether you are trying to sell a product of sell an individual to join your team. The company with the best “why” wins!

How to get “why” working for you:

1. Define your personal “why”- let people know what YOU are passionate about.

2. Be a great role model- people don’t do what you want them to do, they do what you do.

3. Practice the art of kindness: it’s important that people like you. Have a pleasing personality.

4. Be consistent: live your values every day. Leaders that change personalities with the wind never create team loyalty.

5. Be loyal- work with people to help them grow as individuals. Set goals and coach them, Loyalty begets loyalty.

Questions for you to consider:

1. What you do believe in?

2. Is is being communicated within your organization?

3. Are your actions congruent with your beliefs?

"If you hire people just because they can do a job, they'll work for your money. But if you hire people who believe what you believe, they'll work for you with blood and sweat and tears." (Simon Sinek)

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Beyond Values

A Different Way of Thinking