Summary of How Great Leaders Inspire Action

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How Great Leaders Inspire Action summary


9 Overall

10 Applicability

9 Innovation

7 Style


“People don’t buy what you do; they buy why you do it.” Author and journalist Simon Sinek repeats this phrase throughout his TED Talk. Whether attending an event, casting a vote, or selecting a product or service, humans are wired to respond to an underlying idea or purpose. Understanding this principle will help you grab attention, influence behavior and reach more customers, so getAbstract recommends this talk universally.

In this summary, you will learn

  • Why some people or organizations thrive while others fizzle,
  • Why what you do is less important than why you do it, and
  • How understanding your purpose or cause is the way to inspire and motivate others.

About the Speaker

Simon Sinek is a contributor to The New York Times, The Wall Street Journal and The Washington Post.



Why are some people or firms so successful while others, often equally qualified, fail to measure up? The answer lies in a behavior and communication pattern called “the golden circle.” Picture it as three concentric rings. The outer ring signifies “what”: All people and organizations know what they do. The middle ring represents “how”: Many can explain their unique selling proposition, “proprietary process” or secret ingredient. The innermost circle symbolizes “why”: Few can pinpoint their purpose or explain why their work matters. Profit is not a reason; it is a result. Your vision is why you produce or create.

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    Valeriy Mitrokhin 10 months ago
    Very well written in simple words
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    Tatiana Martinez 2 years ago
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    Sultan Mubashir 2 years ago
    very inspiring & insightful indeed. It may also means that if you are really honest in what you believe then you may get others believe in your "why you are doing it."
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    is an excellent talk which motivates to think in a different way
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    Lee Widdicombe 2 years ago
    One of my favourite TED talks. Simon speaks eloquently and passionately about the fundamentals of innovation and concept/philosophy adoption.
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    Joel Arcus 3 years ago
    Love this man's work. Feeling inspired to make a difference
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    Carla Marrero 4 years ago
    I really like this Author.. I bought the entire audible book! I think he brings us back to the simplest forms of sales and "why" people buy. Sales can get very convoluted with everyone's new innovative methods. Keep it simple..

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