🟠 Start With Why

Hey there, welcome back to the Start Designing Life Newsletter! If you’re new here, each week we go into key insights from top thought leaders and industry experts.

Our goal is to give you tips, tools, and strategies from the very best to design your life around.

Our mission? To get smarter every week by learning from the best of the best in 5 min or less.

This week we will learn from the thought leader, Simon Sinek. He has inspired millions with his ideas on leadership and motivation.

Simon is an author, motivational speaker, and organisational consultant. He's known for his concept of “The Golden Circle”. His famous TED Talk, “How Great Leaders Inspire Action,” has over 60 million views. He's the author of bestsellers such as “Start With Why,” “Leaders Eat Last,” and “The Infinite Game.”

Simon shares the idea of finding your ‘Why’. Then use that to achieve success and fulfilment in what you do.

In this issue, we’ll explore:

• Why people don’t buy what you do?

• His Golden Circle concept

• How to Create a Better Lemonade Stand

— Matt Lok, Editor

1 Key Idea & 1 Fun Fact

🔸 Key Idea: Start with Why

Simon Sinek's key message is to focus on your “Why”. It’s what drives people in life & business. Inspiration and motivation will come from your purpose or belief.

Sinek talks about communicating from the "inside out". Start with why you do what you do. Because if you do this. People will connect with you on a deeper, more emotional level. Do this and you'll create connection & loyalty.

🥕 Fun Fact: 1st Plane Builders had their Why

Even though they had less money and education, the Wright Brothers were able to create the first powered flight. Why? Because of their deep belief in its potential impact on the world.

This belief motivated their team to work harder, even through failures. This is opposite to Samuel Pierpont Langley. Who even though was better funded & better educated, quit right after the Wright Brothers’ got the first plane flying.

Why? Because his motivation was driven more by the desire for achievement than by a deeper “Why”.

“He wanted to be rich and he wanted to be famous. He was in pursuit of the result.” — Simon Sinek

1 Main Idea

🟠 The Golden Circle

The Golden Circle is a simple but iconic model. It hleps with leadership, communication & a method to live your life by.

It consists of three circles: Why, How, and What.

1. What: The outer circle. This is the products or services you offer. It answers the question: What do you do? Most businesses and people start with this layer.

2. How: The middle circle. It's the steps that you do or the process/system. It answers the question: How do you do what you do?

3. Why: The core circle. This is your purpose, cause, or belief that drives you as a person or business. It answers the question: Why do you do what you do? This is the most important part of the circle and the starting point for inspiring others.

Sinek states that to be an inspirational leader you have to start with your “Why”. If you can communicate your purpose and belief. You can inspire people to believe in what you are doing.

Most of the time people start from the outside in. What → How → Why

But the most successful people start from the inside out. Why → How → What

When people find their “Why”. They can motivate themselves and inspire others.

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An Analogy

A Better Lemonade Stand

Imagine a local marketplace in a small town. There are two lemonade stands.

The 1st stand has a sign that reads, “Fresh Lemonade: $2 per Cup.” The lemonade is tasty, but the stand doesn’t attract a lot of attention. People pass by, they nod politely but don't stop.

The 2nd stand has a colourful, hand-painted sign. It says “Organic Lemonade Made with Love: Our Lemonade Supports Local Farmers and Communities.”

The owner talks to each passerby and passionately tells them about his lemonade. He says that every cup of lemonade is made through sustainable farming. That each cup sold supports local families.

Now people drink their lemonade and feel good about supporting a cause.

What’s the difference here? Both stands sell lemonade but the 2nd stand starts with their “why”. The belief in making a positive impact on the community.

Now people aren’t just buying lemonade. They buy into a shared belief in supporting local farmers and sustainable practices. This attracts not just customers, but loyal fans who feel connected to the stand’s purpose.

From Simon Sinek’s insights

• It’s not just about what you do (selling lemonade)

• Or how you do it (using great ingredients)

• but why you do it (to support local communities and sustainable farming)

When you communicate from the inside out. You start with your why, you inspire and attract those who share your beliefs.

And that makes all the difference.

Steps, Tips, Maxims & Questions

3 Steps:

1. Start With Your Why – Ask yourself: Why does your company exist? Why do you wake up every morning and do what you do? This is not about making money—that's a result. Dig deeper.

2. Then Communicate from the Inside Out – When talking about your products or services. Start with why you do what you do, then talk about how you do it, and then, what you offer.

3. Attract Those Who Believe What You Believe – Start connecting with people, customers, employees, and partners who share your core beliefs. They will be more loyal, enthusiastic, and committed because they align with your purpose.

Maxims to Live By

1. People Don’t Buy What You Do; They Buy Why You Do It: Focus on communicating your purpose and values, not just your products or services.

2. Lead by Example: Demonstrate your values through actions that inspire others to follow.

Questions to help discover your why.

1. What activities or topics are you most passionate about? Why do these matter to you?

2. What values or principles are most important to you? How do they guide your daily decisions and actions?

3. What are you naturally good at? How do these strengths align with what you enjoy doing?

4. Why do you get out of bed each morning? What keeps moving forward, even during difficult times?
   

PRO Strategies

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Research & Statistics

• 67% of Investors: A significant percentage of investors (67%) plan to buy more shares of companies that adhere to environmental, social, and governance (ESG) standards, indicating that values alignment is crucial for business success.

PRO Research & Statistics

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This week we’re imagining a lemonade stand that has a why behind it.

Thank you for taking the time to read today’s issue of Start Designing Life! If you missed last week - 🟠 Sleep Better. But until next time.

Stay curious,
Matt Lok, Editor

P.S. Thanks for all the helpful feedback I received last week I’ve made some tweaks based on the responses. I read every comment & email reply I receive.

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📑 Resources

A big thank you for the work of Simon Sinek. Here are resources from this write-up & for further reading.

• Simon Sinek Website

• The Golden Circle

• How Great Leaders Inspire Action,

• Start With Why

• Leaders Eat Last

• The Infinite Game

• https://www.investopedia.com/demand-for-esg-investments-soars-emerging-from-covid-19-pandemic-5193532

• https://www.5wpr.com/new/research/consumer-culture-report/

• https://www.gallup.com/workplace/406418/company-values-words.aspx

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