Lecture Notes: Understanding Innovation and Influence
Introduction
- Key question: How do some achieve the unexpected?
- Example: Apple’s consistent innovation.
- Why Martin Luther King led the Civil Rights movement.
- How the Wright brothers achieved powered manned flight.
- Discovery of a pattern in how great leaders and organizations operate.
- Introduction of the concept: The Golden Circle (Why, How, What).
The Golden Circle
- What: What an organization does.
- How: How they do it, their unique processes.
- Why: Their purpose, cause, or belief.
- Most organizations operate from the outside in (What to Why).
- Inspired leaders/organizations operate from the inside out (Why to What).
Apple Example
- Typical marketing approach: Start with What.
- Example: "We make great computers."
- Apple’s approach: Start with Why.
- "Everything we do, we believe in challenging the status quo."
- Leads to greater connection and loyalty.
- Principle: People don't buy what you do, they buy why you do it.
Biological Basis
- The human brain and the Golden Circle:
- Neocortex: Responsible for rational thought and language (What).
- Limbic Brain: Responsible for feelings, decision-making, not language (Why).
- Communication from the inside out taps into emotions and drives decisions.
The Wright Brothers vs. Samuel Pierpont Langley
- Langley had resources, connections, and favorable conditions but failed.
- Wright brothers had limited resources but were driven by belief.
- Highlighted the importance of belief, not just resources.
The Law of Diffusion of Innovation
- Categories:
- Innovators (2.5%)
- Early Adopters (13.5%)
- Early Majority, Late Majority, Laggards.
- Mass market success needs tipping point (15-18% market penetration).
- Example of failure: TiVo - Focused on What, not Why.
- Example of success: Dr. King's speeches focused on beliefs, not plans.
Conclusion
- Importance of communicating belief to inspire and attract.
- Leaders who inspire focus on Why, not just What.
- People follow leaders not out of obligation, but because they share the same beliefs.
Closing Remarks
- Effective leaders and organizations inspire action by starting with Why.
These notes capture the main ideas and examples from the lecture, highlighting the key concept of the Golden Circle and its application in successful leadership and innovation.