TEDxMaastricht - Simon Sinek - "First why and then trust"

  • Published on Apr 6, 2011
  • Simon Sinek (@simonsinek) created a simple model, The Golden Circle, that codifies what makes the most inspiring people and organizations so successful and influential. Beginning as a student in anthropology, Simon Sinek turned his fascination with people into a career of convincing people to do what inspires them. Through his struggle to rediscover his excitement about life and work, he made some profound realizations and began helping his friends and their friends to find their "why" - at first charging just $100, person by person. Never planning to write a book, he penned Start With Why simply as a way to distribute his message. With a bold goal to help build a world in which the vast majority of people go home everyday feeling fulfilled by their work, Sinek is leading a movement to inspire people to do the things that inspire them.

    Now Simon takes the next step. After why comes : trust.


    What is TEDx?
    In the spirit of ideas worth spreading, TED has created a program called TEDx. TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. Our event is called TEDxMaastricht, where x = independently organized TED event. At our TEDxMaastricht event, TEDTalks video and live speakers will combine to spark deep discussion and connection in a small group. The TED Conference provides general guidance for the TEDx program, but individual TEDx events, including ours, are self-organized.

    Please take a look at this video that explains what TEDx has become:

    About TED
    TED is a nonprofit organization devoted to Ideas Worth Spreading. Started as a four-day conference in California 25 years ago, TED has grown to support those world-changing ideas with multiple initiatives. The annual TED Conference invites the world's leading thinkers and doers to speak for 18 minutes. Their talks are then made available, free, at TED.com. TED speakers have included Bill Gates, Al Gore, Jane Goodall, Elizabeth Gilbert, Sir Richard Branson, Nandan Nilekani,Philippe Starck, Ngozi Okonjo-Iweala, Isabel Allende and UK Prime Minister Gordon Brown. The annual TED Conference takes place in Long Beach, California, with simulcast in Palm Springs; TEDGlobal is held each year in Oxford, UK. TED's media initiatives include TED.com, where new TEDTalks are posted daily, and the Open Translation Project, which provides subtitles and interactive transcripts as well as the ability for any TEDTalk to be translated by volunteers worldwide.

    TED has established the annual TED Prize, where exceptional individuals with a wish to change the world are given the opportunity to put their wishes into action; TEDx, which offers individuals or groups a way to host local, self-organized events around the world, and the TEDFellows program, helping world-changing innovators from around the globe to become part of the TED community and, with its help, amplify the impact of their remarkable projects and activities.

Comments • 566

  • ZekeBoii .v3
    ZekeBoii .v3 Day ago

    We do milgram study in psychology lol

  • Oogorh Uduh
    Oogorh Uduh 3 days ago +3

    I don't get it.....who would give this TALK a thumbs downs???!!!

  • Boris Dam
    Boris Dam 5 days ago

    Perhaps that Stanley Milgram experiment (11:06) should be conducted upon drone pilots

  • geoff ong
    geoff ong 8 days ago

    Same is done with religion if you consider it where people are controlled to blind obedience thru fear and appeals to our personal weaknesses.

    VERONICA OLIVARES 14 days ago

    He is wonderful!!! I love him :)

  • Thảo Nguyễn
    Thảo Nguyễn 16 days ago

    The split reminds me of Vietnamese football. In the past, nobody in the world took any notice of it. Even I did. There was no trust, no belief, no passion because we saw the fact. But since the Asian Cup, the soccer team(after much effort has been made - we changed the coaches often ) almost won. Then they started to spend time complimenting us like how we did that, they(the team) got a plenty of trust. When they're given such many responsibilities like that, they start to go down. Even I believe Vietnamese football's future will be bright, the split will come one day.

    EMIRA MITRUSHI 21 day ago

    he is the best,,, i hope he can be in Tirana one day

  • Bob Smithies
    Bob Smithies 22 days ago

    Is this guy a billionaire ?

  • Fee Nuwave
    Fee Nuwave 23 days ago

    Very well said, since the age on wifi and an Internet connection human contact is starting to disappear, in everyday life. just have a look next time your at lunch or dinner how many people are checking their phones and not even talking to one another. sad but true

  • herman gidion
    herman gidion Month ago +1

    He's always on fire and fire up others!!! So passionate...

  • halozz
    halozz Month ago +1

    one of the best speakers around. actually connecting with his audience and articulation was perfect with tonage and volume. better than some other speakers who are supposingly speech coaches.

  • Tim Farrell
    Tim Farrell Month ago

    Initial statement of trust being a distinctly human experience invalidate everything he says. Animals can also trust.

  • Struan Davidson
    Struan Davidson Month ago +1

    That experiment you mentioned is scary! This is an important reminder in the business world for sure

  • Sam Dalton
    Sam Dalton Month ago

    I hardly think our children are our possessions. That is an organisational business focus.

  • 조수연
    조수연 Month ago

    1:26 trust


    How f*cking great is that speech ?

  • Dan Witzke - Your Financial Health

    The golden circle is bang on

  • Agair Silva
    Agair Silva 2 months ago

    Muito bom, mudou muito minha forma de ver a sociedade.

  • Dawn Furey
    Dawn Furey 2 months ago

    Simon I wonder what you think of the chasm today in 2019 as this was published in 2011! I feel it's widening, certainly, we live in a country and in a time with so much discord and lack of empathy. Could not agree more that this is largely due to lack of true connection. The internet affords the ability to say anything, often anonymously, with no regard to the consequences. We don't see or feel the impact on the other person(s). In the words of Brené Brown, 'it is hard to hate close-up', which is why so many hide behind technology. I think trust CAN be built through the internet. People, myself included, trust ratings and reviews for example, but something feels fundamentally sad, small and lacking in how we humans are going about creating relationships and businesses.

  • T C
    T C 2 months ago

    This guy talks rubbish.

  • Quikdeth
    Quikdeth 2 months ago

    Perhaps Biden was just trying to make human contact...?

  • Ricardo José Horta Morais

    While the talk is very inspiring, I have to desagree that trust can't be built over the internet. There are systems in place for trust to be built where we no longer need to rely on the honesty of other humans.

    • Quikdeth
      Quikdeth 2 months ago

      Ricardo José Horta Morais because.... you don’t TRUST PEOPLE... and people always find a way to break security...

  • Julian Chu
    Julian Chu 2 months ago

    People listen to this guy as if he is Jesus without realising he does not have any real data to back up his arguments and there us nothing break through about his thinking . He is just tellling stories and sharing common sense. Lol

  • B.
    B. 2 months ago +3

    And here I was saying I'd choose the 32 year old with 10 years experience. Sigh...

  • Kathryn RaRa Asaro Mayers

    1-2-1, face to face, cheek to cheek, I am all for it.

  • Leonel Molbert
    Leonel Molbert 3 months ago

    Crazy dude

  • chemical current
    chemical current 3 months ago

    @4:15 this is what really happened to Blizzard when they partnered up with Activision, the split. What a tragedy.

  • # Virals
    # Virals 3 months ago


  • Niraj Chavan
    Niraj Chavan 3 months ago


  • Guillermina
    Guillermina 4 months ago

    People turned the ideal of what they saw as reality enhanced by the media into imaginary America.
    Now, no matter how great everything may be; people keep looking at the past as a model that never existed in reality.
    Like King Salomon said: "No past time was ever better than now." This is the time of our lives and it's our responsibility to turn it into the best it can be.
    Companies who refuse to embrace the new America, are absorbed by an imaginary reality.

  • Rich Moses
    Rich Moses 4 months ago

    What is a community or nation?
    A group of people who have the same values and beliefs..
    Let that sink in and then ask yourself what is wrong with this country..... hmmmm

  • Karen Wharton
    Karen Wharton 4 months ago +1

    This man is the bag. Just a really smart, forward thinking guy with a really good reasoning, heart and mind. All chakras seem to be aligned.

  • Queen Calie
    Queen Calie 4 months ago

    This guy tho 😍😍😍👏🏽👏🏽👏🏽👏🏽

  • Mhmd B
    Mhmd B 6 months ago

    Turkish subtitles please

  • Carrie Leonardini, NASM-CPT

    Leading with WHY first. Seems so easy but yet most are not doing it including myself. It's time for me to test the theory myself. Thank you Simon for your sharing your passion and desire of your life purpose.

  • Eric Roberts
    Eric Roberts 7 months ago

    did somebody pay attention to spectators???

  • Purushotham Raju
    Purushotham Raju 7 months ago

    I think video deserve more likes

  • B Adams
    B Adams 7 months ago

    that shoulder strap ruins the whole video for me

  • Tyler Cox
    Tyler Cox 7 months ago

    I agree with Simon Sinek that our distrust of each other-in our country/in our jobs/organizations/in our teams has lead to the work stress and dissatisfaction we find these days. Build trust and settle for nothing else-I believe that we can build a country/jobs/organizations/and teams that have more trust with each other and less stress-leading to more production and greater results!!

    MINI WORLD COOKING 7 months ago

    i love u simon sinek.. ur awesome human being 😍

  • Omer Golan
    Omer Golan 8 months ago

    so very true. The direction to which humanity is marching is indeed daunting.

  • Angela Worth
    Angela Worth 8 months ago

    How is this so old yet so extremely current?

    DEBASIS POIRA 8 months ago


  • Youssel
    Youssel 8 months ago

    Something about how Simon Sinek speaks always inspires me every single time. Thank you for reminding me that humility is decreasing and we should preserve trust, empathy, humility, and true leaders. Thank you very much.

  • Andrew Hercules
    Andrew Hercules 9 months ago

    I believe he has the secret to the universe. lol

  • Ciaran Patrick
    Ciaran Patrick 9 months ago

    At its extreme negative end of this is Donald Trump. I rest my case.

  • Dusty Manson Otome
    Dusty Manson Otome 9 months ago

    What about the people that have no desire what so ever to have any children?

  • Waleed Toosy
    Waleed Toosy 9 months ago

    This guy can go on and on without the crowd blink for a second...so absorbing.

  • markus paasch
    markus paasch 9 months ago

    and todays fulfilment and trust ??? I would like to hear SS again about the same topic.He was a visionary 2011

  • Addictive
    Addictive 10 months ago

    low qualtiy(

    DUC VINH TRAN 10 months ago

    You can form trust from blockchain

  • Utilize The Sun don't waste it

    This videos stirs many questions in my mind.
    Who believes what I believe?
    If less than 10% of the population believes what you believe, is there any chance of becoming successful?
    And a statement:
    Maybe people should stop believing so much and try to be comfortable with the simple fact that we don't know. And that not knowing is okay. In fact, not knowing is a wonderful thing. It allows for hope and excitement for the future.
    The moment humans believe in something, we have an automatic tendency to ignore or discredit all other possibilities.

  • Master Photog
    Master Photog 10 months ago +3

    As always, amazing speech!

  • Robert Richardson
    Robert Richardson 10 months ago

    An awesome speaker and an awesome topic.

  • Aram Azeez
    Aram Azeez 10 months ago

    like our prophet said shake it and strongly until he leaves not you

  • Debmalya Ray
    Debmalya Ray 10 months ago

    Best one....

  • AlWheelin
    AlWheelin 11 months ago +2

    Listened to this in 2018, still stands, still truth, still need to learn

    • J Iversen
      J Iversen 8 months ago


    • J Iversen
      J Iversen 8 months ago

      Ffgggvvvchvccvc CV give us a check to know how to get to their home state to see what 9z to be able and find a cleaning solution and they will
      Dg g guy gğbbbjj has been working with him since he 8z the best one for backup for a while back to the dock by his own team of the water in the morning tomorrow night.

  • Roslin Joseph
    Roslin Joseph 11 months ago

    Be with people who believe what you believe....

  • Gajanandamani Adhikari
    Gajanandamani Adhikari 11 months ago

    good simon

  • Houman RM
    Houman RM 11 months ago

    The young adults shooting themeselves for not being drafted is great ? serious ? nothing tragic there ? no better way to contribute ? as for his explanation of the hippie movement, he doesn't have any clue what he's talking about...other big mistakes ....for ex. why you would hire someone based on their resume...well because you trust them thru a third party that you know and trust, university, institution, reference etc...anyway he has the tone right, sound convincing, but don't be fooled by a serious tone and simplistic explanations of a complex world. His other video about the goal being more important than the how is more useful.

  • Zeeshan Ahmed
    Zeeshan Ahmed 11 months ago +2

    Much appreciated. I believe 💯% what you believe.

  • Radha Krishna Ramagiri
    Radha Krishna Ramagiri 11 months ago

    Great, Simon you have given a great insight. I am your friend.Rk

  • Diyan Mobile Zone
    Diyan Mobile Zone 11 months ago

    I want to become like simon sinek sir a great leader a great speaker....

  • Pratik Patel
    Pratik Patel 11 months ago +5

    This is one of the best video about leadership I have ever watched on internet ever. Period.
    This man, Simon Sinek has rare intellect and profound insight about human connection. Bow Down To his Work.

  • M H
    M H Year ago +1

    "Can't we all just agree on the same thing" - totalitarianism defined. That's why we have market competition. Capitalism is the true potential of diversity.

  • BrilliantReadTV
    BrilliantReadTV Year ago


  • Caio Olivier
    Caio Olivier Year ago

    This exemple in The end was goof

  • Motivator Warrior

    i should have showed my ex girlfriend when we had issues on this topic...

  • Stefan Vasiljevic

    I am the only one looking at his $/time graph and not making sense of it? It does not tie into what he’s talking about.

  • Johans Gunther
    Johans Gunther Year ago

    From one o Brein to another -- it runs in the fam--know all !! Perhaps if your name was T Robinson i would take you serious --

  • Elihu Claiborne
    Elihu Claiborne Year ago

    I really like Simon Sinek. I love this guy. I'm seriously hooked on him!

  • John Turner
    John Turner Year ago

    so good I was about to start clapping at home in my computer chair

  • Anthony Ogunjimi
    Anthony Ogunjimi Year ago


  • Justin McNally
    Justin McNally Year ago

    I think he’s doing a great job at pointing out flaws in our thinking. For example he points out that speaking to a person is considered a perk! But when you start to consider that business operates with such higher quantities you really do have to think in those terms. I would like to see him propose, at least in this video, more solutions. Perhaps that is in a different video.

  • ray nase
    ray nase Year ago

    Goog speaker

  • Åjay kiran
    Åjay kiran Year ago

    There's this guy........ And you have Trump .... PRESIDENT OF AMERICA. =_=

  • Pedro C
    Pedro C Year ago

    Another smoke seller...

  • Happy Lady
    Happy Lady Year ago

    Love this talk. Thanks heaps for this contribution. I understand a lot better now.

  • Vatsal Khalaw
    Vatsal Khalaw Year ago

    Simon have tremendous understanding of America's present situation. Make him president of states for 1 month. Miracles will happen let's make America great again.

  • Cyndra Anderson
    Cyndra Anderson Year ago

    This was awesome. I learned some great information

  • ibervillebeard
    ibervillebeard Year ago


  • John Smith
    John Smith Year ago +1

    A very naive view of the world this young man has .

  • John Smith
    John Smith Year ago

    This guy is brilliant.

  • Christian Kursch
    Christian Kursch Year ago

    Haha, right after this video an ad played from a bank. Advertising that they offer me human contact persons 😉

  • jeff carlson
    jeff carlson Year ago

    could have summarized in 5 minutes. be around people who beleive what you believe, very unfocused and random. Didn't answer any questions about our WHY

  • jeff carlson
    jeff carlson Year ago

    he goes off on too many tangents - needs to stick to the subject - what is he talking about?

  • plumpapaya
    plumpapaya Year ago

    I think a lot of people are misunderstanding what Simon is meaning because they are taking a few aspects of what he says too literally. I see some people have issues with the fact Simon says our mirror neurons light up with human connection, yet uses the example of a 'picture' of a person smiling. The point he is trying to make here is simply that the shift in our society over the years has been geared to allowing people to make important decisions and live a life that is more REMOVED from human connection. So the internet and technology generally doesn't involve seeing a real person, regardless if that is in real life or through a picture. I think he was just trying to point out that we respond most when we have the conditions of real interaction, which most technology doesn't prioritise.
    Secondly, when he says we wouldn't be able to survive without being in a group of people who have the same set of beliefs, again I don't think he means that literally we would die but I think what he means here is more geared to fulfilment.
    We won't really be fulfilled and the harmony between the group won't exist as much if we are not united by a shared idea or belief. That doesn't necessarily mean we all have to believe in the same god, but perhaps it means we all have to believe that having our own religions is a good thing and that our differences don't make us less equal. A shared philosophy doesn't have to mean that we all LITERALLY believe the same exact thing. A shared philosophy can be liberating and uniting while including differences. That's the point.
    The other issue is that, it's not that he is 'using shallow research' - I think the issue is that he has a very extensive background which has led him to having insights into a lot of different areas of human experience which link together. It is difficult to fully explain each of these in a 17 minute video. But if you go and see his other talks, which are more focused on only one specific aspect at a time, you will see that his research is there, and it is extensive as well as relevant and up to date.
    He used the Milgrim thing more for effect, and perhaps the fact that this video was too ambitious for the amount of time he had is what made him unable to go into more of the research. BUT, if you know his background and have seen his other videos, and thus can see that he isn't basing these on 'generalisations', then this talk is very insightful and inspiring.

    • 8DeaD7
      8DeaD7 5 months ago

      " But if you go and see his other talks, which are more focused on only one specific aspect at a time, you will see that his research is there, "
      What is that video/talk focused on one specific at at time? Do you have the link?

  • Duke
    Duke Year ago

    First 2 minutes define Left-wing group-think as clearly as I have ever heard it defined: the idea that you are not fully free until others think like you is the motivation and excuse Leftists use to impose their views on people.

  • Dariusz Łukasik
    Dariusz Łukasik Year ago

    Great ideas. Thanks for this video.

  • samir hiddani
    samir hiddani Year ago

    he is a very good speaker

    URHO TM Year ago

    I forget most of what I click on. When he speaks the context doesn't fade in your mind quickly. You contemplate for a little while, you stare to think about his speech. He's a good leader, I think.

    URHO TM Year ago

    I love it.

  • RussianGirl
    RussianGirl Year ago


  • JanasFreiheiten
    JanasFreiheiten Year ago

    Really, I want to marry you, Simon! I give you a handshake on that. All the best for you!

  • David Grigsby
    David Grigsby Year ago

    'Just... STELLAR, my friend! The level of trust--u engender (w/such, substantial information; &, oratting)... Amazing. -David Grigsby

  • Brandon
    Brandon Year ago

    A desktop used to be something horizontal, not vertical. A friend is not someone whose status you check. A discussion cannot take place on twitter. ...

  • Robert Geiger
    Robert Geiger Year ago

    Great talk... Simon fell short of one thing - articulating what the core American values and beliefs are that have always guided us to better ourselves and our world. Life, Liberty, the Pursuit of Happiness, Freedom of Speech. No matter what political persuasion one holds, if we don't ALL hold these values, there is no America.

  • Jo Vega
    Jo Vega Year ago

    Enjoyed this very much - but I believe (!) that animals too can demonstrate trust. It is not a strictly human preserve.

  • Freida Hod
    Freida Hod Year ago

    Great, it gives many pointers on how to market. Yes, the why is really most important. Thanks

  • Faisal Abbasi
    Faisal Abbasi Year ago

    He really inclined the horizontal line of mine..