The power of limbic brain is astounding. It not only controls our gut decisions, but it can influence us to do things that seem illogical or irrational

IT’S WHAT YOU CAN’T SEE THAT MATTERS

• We make assumptions about the world around us based on sometimes incomplete or false information• Our behavior is affected by our assumptions or our perceived truths• We make decisions based upon what we THINK we know• Not all decisions work out to be the right decisions regardless of the amount of data we collect• Just because the result went the way you wanted does not mean you can repeat it over and over• The more information and data are the key to ensure that all our results will yied best results

ASSUME YOU KNOW

• Assumptions even based on the sound research, can lead us astray• More data doesn’t always help especially if the flawed assumptions set the whole process in motion in the first place • Every instruction we give, every course of action we set, every result we desire start with a DECISION

• Our need to belong is not rational, but it is constant that exists across all people in all cultures.• When we feel like we belong we feel connected and we feel safe• Our desire to feel like we belong is so powerful that we will go to great lengths, do irrational things and often spend money to get that feeling• Our natural need to belong also makes us good at spotting things that don’t belongGUT DECISIONS DON’T HAPPEN IN YOUR STOMACH• When a decision feels right, we have a hard time explaining why we did what we did

THIS IS NOT OPINION, THIS IS BIOLOGY

• Decision making and the ability to explain those decisions exist in different parts of the brain• Companies that fail to communicate a sense of WHY force us to make decisions with only empirical evidence• A failure to communicate WHY creates nothing but stress or doubts• The heart represent the limbic, feeling part of the brain, and the mind is the rational, language center• Winning hearts take more work• Great leaders and great organizations are good at seeing what most of us can’t see• Great leaders are those who trust their gut. They are the ones who start with WHY

The inspiring, life-changing bestseller by the author of LEADERS EAT LAST and TOGETHER IS BETTER. In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who’ve watched his TED Talk based on START WITH WHY -- the third most popular TED video of all time. Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who've had the greatest influence in the world all think, act, and communicate the same way -- and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

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Books

The inspirational bestseller that ignited a movement and asked us to find our WHY Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.   START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?   People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it.    START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

Simon Oliver Sinek is a British-born American author and inspirational speaker. He is the author of five books, including Start With Why and The Infinite Game.

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