Great leaders & organizations (MLK, Apple, etc) think, act, and communicate the same way, following the concept of the golden circle. They communicate from the inside out. - Apple focuses on the message: “Everything we do, we believe in challenging the status quo” - Versus just “We make great computers”. - People don’t buy what you do. - They buy why you do it. - The goal is not to do business with everybody who needs what you have. - Do business with people who believe what you believe. - The goal is not to hire people who need a job. - Hire people who believe what you believe. - Don’t focus on the product or its features. - Focus on the cause, the purpose, the belief. - Brain science confirms why this approach works. - Trust & loyalty is key.
It’s important to attract those who believe what you believe. - The first 2.5% of our population are innovators. - The next 13.5% of our population are early adopters. - The next 34% are the early majority, the late majority and the laggards. - There are leaders and there are those who lead. - Leaders hold a position of power or authority, but those who lead inspire us. - Start with the “why” rather than the “what” to be the latter.