Key Concepts of the Lecture

Introduction

• Exploration of achieving success against assumptions.
• Examples of Apple, Martin Luther King, Wright Brothers.
• Commonality in inspirational leaders/organizations - they operate in a unique way, called the Golden Circle.

The Golden Circle

Definition

• Consists of three components: Why, How, What.
• Most organizations know What they do and How they do it.
• Few know Why they do what they do (purpose, cause, belief).

Importance

• Successful organizations/leaders operate from inside out (Why -> How -> What).
• Example: Apple’s communication is driven by Why.

How Communication Impacts Behavior

Example Comparison

• Conventional communication: starts with What (features, benefits).
• Apple’s communication: starts with Why (belief, purpose).
• People are drawn to Apple because of its inspiring message.

Biological Basis

• Human brain structure: Neocortex (rational thought) vs. Limbic brain (emotions, decision-making).
• Effective communication engages the limbic brain.
• This explains why people often use terms like "gut feeling."

The Importance of Belief and Loyalty

• People are motivated by shared beliefs, not just products or services.
• Hiring: seek those who believe in the organization’s cause.

Case Studies

Wright Brothers vs. Samuel Pierpont Langley

• Wright Brothers: driven by belief; succeeded without resources.
• Langley: driven by fame/riches; failed after Wrights succeeded.

Law of Diffusion of Innovation

• Innovators and early adopters drive acceptance of new ideas/products.
• Mass-market success relies on reaching a tipping point (~15-18% penetration).
• Example: TiVo’s commercial failure vs. Dr. King's success in attracting an audience.

Inspiring Leadership

• Dr. King’s leadership: driven by belief, not plans.
• Inspires followers not through power but by shared vision and purpose.

Conclusion

• Difference between leaders and those who lead.
• Leaders who start with Why inspire others to follow for the shared cause.