Notes

things that Simon says in his ted talk.

How do you explain when things don't go as we assume?


he gave us an instance asking that why apple is so innovative.?

Even though some organizations like Apple, and leaders like Martin Luther King and the Wright Brothers, have the same resources as others, they consistently overcome their competition. They’re not necessarily the most qualified or well-funded, yet they lead in innovation and impact. This is because they operate differently. They follow a pattern called the ‘Golden Circle’, which starts with ‘why’, then ‘how’, then ‘what’. This approach, which is contrary to the norm, allows them to inspire and achieve extraordinary results. Everyone knows what they do, but these leaders and organizations start with why they do it.

Simon emphasizes the importance of starting with ‘why’ when communicating. He uses Apple as an example, noting that they stand out not because of what they do or how they do it, but because of why they do it. This belief-driven approach resonates with the part of our brain responsible for decision-making and behavior, leading to trust and loyalty. It’s not about appealing to everyone but connecting with those who share your beliefs. This isn’t psychology, but biology, as our brain structure aligns with the ‘why’, ‘how’, ‘what’ model. Rational details alone don’t drive behavior; it’s the belief that stirs action.

so that success isn’t about resources but belief. He contrasts Samuel Pierpont Langley, who had funding and connections but sought fame and wealth, with the Wright brothers, who had little resources but a strong belief in their cause. Despite numerous failures, their passion led to the first flight. Langley quit when he wasn’t first. This illustrates that people don’t buy what you do, but why you do it. Attracting those who share your belief leads to loyalty and dedication beyond monetary compensation.

The law of diffusion of innovation describes how new ideas and technology spread, starting with innovators and early adopters, who are willing to take risks for the sake of being first. The majority, however, wait for others to try before they adopt. This law suggests that a tipping point of 15-18% market penetration must be reached for mass acceptance. An example of this is TiVo, which despite being a high-quality product and well-funded, failed commercially because it couldn’t cross this chasm. They focused on what their product does, not why it exists, failing to attract those who share their belief.

and lastly, he emphasizes that people don’t buy what you do, they buy why you do it. He uses the example of Dr. Martin Luther King Jr., who didn’t tell people what needed to change, but shared his belief in a just world. This belief resonated with others, leading to the massive turnout for his “I have a dream” speech. It wasn’t about him, but about what the people believed. This is contrasted with leaders who hold positions of power but don’t inspire. Those who lead start with ‘why’ and inspire others to follow not out of obligation, but because they share the same belief.