Here are the key takeaways from Start With Why by Simon Sinek. A book on establishing company culture and communicating a meaningful message to customers.
People don’t buy what you do, they buy why you do it
Your “why” is your cause, belief, or motivation
Manipulation creates transactions but not loyalty
Cutting prices to sell more always has a cost
Novelty can drive transactions but it isn’t lasting: Think new features
Innovation is industry altering changes: Think iPhone
Those who lead are those who inspire
Start from the inside out: why → how → what
People feel a need to belong
The neocortex is responsible for rational thought
The limbic brain is responsible for decision making and gut feelings but it can’t recognize language
Authenticity is when what you say and do are consistent with your beliefs
Putting your employees above your customers will lead to your customers being taken care of
5 types of people
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Laggards will do business with you solely for price
The Law of Diffusion establishes a tipping point for adoption
Hire people who are motivated and then inspire them
If people don’t like coming to work, you won’t have a good product
A successor needs to share a company’s vision
Always remember your passion
Energy motivates, charisma inspires
Focus on beating yourself, not others
Why’s create a vision, How’s build the business
For More Also See: Start With Why
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Thomas