Start with why -- how great leaders inspire action | Simon Sinek | TEDxPugetSound

  • Published on Sep 29, 2009
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    TEDx Puget Sound speaker - Simon Sinek - Start with Why: How Great Leaders Inspire Action

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Comments • 1 016

  • Vivian Madeleane
    Vivian Madeleane 59 minutes ago

    2009 ‘apple is no innovative’

  • Ramesh Iyer
    Ramesh Iyer 15 hours ago

    Very persuasive talk by Simon Sinek !! The Why is always more important that the What n the How.

  • David Olshefski
    David Olshefski Day ago

    Fix the audio

  • Adrian Balmes
    Adrian Balmes 4 days ago

    better name it the golden bullseye!!!

  • S. Otsuki
    S. Otsuki 5 days ago

    Amazing! What he believes I believe now

  • Amon Mutila
    Amon Mutila 7 days ago

    Wow speaks the same way as he writes

  • Conquer Fears
    Conquer Fears 11 days ago

    This is such an inspiring video. Everything what he said makes sense and I am going to use this way of thinking in my life. Thanks Simon!

  • Ashutosh Mishra
    Ashutosh Mishra 13 days ago

    Great telling and i could totally relate to what he said all made sense

  • Siravich Uthongsap
    Siravich Uthongsap 15 days ago

    I just love that at the moment he refers to Rights brothers success the air plane flew by

    EMIRA MITRUSHI 22 days ago


  • Yuri
    Yuri 24 days ago

    I'm loving it 🤗

  • Project Vigil
    Project Vigil Month ago

    That’s very dense. Very Dense to understand in 18 minutes. Thanks Simon Sinek.

  • 43nostromo
    43nostromo Month ago +2

    "Trying is the first step towards failure. You tried your best and you failed miserably. The lesson is, never try.” -Homer Simpson

  • jalal BENLAIDI
    jalal BENLAIDI Month ago

    before Simon Sink reach why he learnt at Good to Great Colorado book

  • komiszkrissz
    komiszkrissz Month ago +2

    0:35 Why is Apple so innovative? Year after year after year they are more innovative than their ccompetitions ...
    Oh boy this video aged really badly 😁😁

  • Bastien Ossart
    Bastien Ossart Month ago +2

    Did you hear the plane when he said "the brothers took flight"??? 10:27

  • Nahum Rodriguez
    Nahum Rodriguez Month ago +9

    10 years later, this TEDx Talk still remains valid and in use!!!

  • Hadyne Chemmam
    Hadyne Chemmam Month ago

    brilliant speech 👏👏

  • Eatbreakfast S
    Eatbreakfast S Month ago +2

    Hold up ✋ I am NOT comfortable buying a computer from Apple. COMPLETELY overpriced.

  • François Parent
    François Parent Month ago

    When i landed on my first jobs in sales they made me watch this when hiring on.

  • Big Dogz
    Big Dogz 2 months ago

    He’s ok....but Larry Winget is better!

  • 강동현
    강동현 2 months ago

    My favourite TED ever and I literally repeat it everyday

  • Gilbert Wong
    Gilbert Wong 2 months ago

    'The people who believe in what i believe'

  • Andrew Esquivel
    Andrew Esquivel 2 months ago +1

    his accent is confusing. is he british or not? damn

  • My BoyLundo1
    My BoyLundo1 2 months ago


  • Mohammad Kargbo
    Mohammad Kargbo 2 months ago

    smart talk...interesting and educative

  • Peter D Willmott
    Peter D Willmott 2 months ago

    Nothing beats being passionate about what you do. Feild of Dreams...If you build it, they will come..

  • Jonathan Brown
    Jonathan Brown 2 months ago

    Why, why refer to leaders and leadership? They’re such controversial and misunderstood words.

  • John's Vlogging and Blogging Tutorials

    i would buy a computer from this guy LOL

  • David Lally
    David Lally 2 months ago

    Great message. The appeal of strong-men (Dictators) could be seen from this lens - an empathy with the beliefs being espoused by the leader. Hard for an average technocrat to compete where they can't inspire. Both a positive, and risk, for any democratic system.

  • Inspiring Teachers
    Inspiring Teachers 2 months ago

    I agree 55%, I believe many will buy primarily on price as a survival mechanism. He does a good job driving his points consistently though.

  • Sharmee Divan
    Sharmee Divan 2 months ago

    I belive you are simply amazing

  • koliby
    koliby 2 months ago

    not bad ...........

  • 중국공정TV
    중국공정TV 2 months ago

    진짜 미안한데 너보다 내가 더 고수다. 사이먼 시넥 당신은 중요한 걸 놓치고 있다.

  • Arjun Gupta
    Arjun Gupta 2 months ago +2

    Replace "Apple" with "Tesla" for an example appropriate for 2019.

  • Kai Kang
    Kai Kang 2 months ago

    Watching this video 10 years after, his "Apple" keep remind me of Tesla.

  • Upkar Nagra
    Upkar Nagra 2 months ago

    amazing brother

  • Teringventje
    Teringventje 3 months ago

    Im i the only one who found this really basic marketing blabla?

  • Dr Peter jones
    Dr Peter jones 3 months ago

    The first controlled man flight was by a engish army officer,the first powered man flight was claimed by many nationalities,the first controlled man powered flight to navigate a course and be registered in american law was the wright brothers. A quirk of american law only.

  • Muhammad Tungekar
    Muhammad Tungekar 3 months ago

    I am speechless. What an amazing talk!!

  • Riley Davidson
    Riley Davidson 3 months ago +1

    Who's here from Mrs. Machado's class?

  • bkameron46
    bkameron46 3 months ago

    I like how he mentioned that great leaders are inspirational to those around them. I also like how he mentioned that “people don’t buy what you do, they buy why you do it.” Very well spoken!

  • Todd Boring
    Todd Boring 3 months ago

    Limbic. System. Blown

  • Kaitlyn Pierce
    Kaitlyn Pierce 3 months ago

    I really liked how Simon broke down how the "what, how why" into examples with Apple to really drive his point home. Simon got his point across with the having a purpose in why you do things. Making sure you believe in the things you do will make you go farther in life. I definitely think everyone should hear this. It is great for explaining how to market and draw people into what you are selling or believe in. You have to be that 2% "the innovators" to be first.

  • Rebecca Ortiz
    Rebecca Ortiz 3 months ago

    The brain is such a beautiful, God created design! I found it very enlightening that the three sections of the golden circle correlated with the three horizontal sections of the brain. Everything Simon said kept me saying "wow," it all makes so much sense, we do tend to base our purchases on what makes us feel good and if something "doesn't feel right" if we don't have that "gut feeling" we tend to turn the other way. "People don't buy what we do, they buy why we do it!" Perfect example of "Dr. King," we share in what others believe, leading us to want to listen more, to inspire us to want to learn and listen more, it wasn't a "I have a plan speech" but a "I have a dream speech!"

  • Meghan Gagliano
    Meghan Gagliano 3 months ago

    He makes a great point by saying that people don't buy what you do, but why you do it. If you are driven by a belief, you will be more successful. Focusing on the purpose of your company is key.

  • Catelyn Geiger
    Catelyn Geiger 3 months ago

    Awesome speaker! He talked about the diffusion of innovation theory and understanding how people think. I really enjoyed his explanation using examples of Martin Luther King and the Wright Brothers. For public health, it is important for program coordinator or HES to ask why certain behaviors exist, figure out innovate ways to change the behavior, and believe in that change in order to get others onboard.

  • Cassie Aungst
    Cassie Aungst 3 months ago

    This TED talk was truly inspiring. I am entering a season of my life filled with uncertainty and doubt looking for what I am going to do post graduation, who I am going to work for, and ultimately the type of person I want to be. Along with that I am saying goodbye to an organization that has been a leading cause for why I have been so happy here at CSU my sorority of 70 women Alpha Delta Pi. As I enter my senior year in the sorority I want to bring in girls that will continue to set a good example on the campus, who will work to better those around them, and who ultimately want to make a difference on the campus and in the world inspiring others. As recruitment is approaching I feel I can take a lot of lessons from this short 18 minute long video. "Why" do I do it, well thats easy because I wanted to be apart of something bigger then myself, I wanted to make genuine connections with like minded people, I wanted to be held accountable, I wanted to make a difference. Now how did I do it, I not only joined the sorority but I became an officer holding a leadership role, and got involved as much as I can. What do we do, well we have philanthropy events, weekly meeting, a set of rules and standards that govern us, and a lot of fun events as well. When you switch from that standpoint it really makes a difference. The comment that stuck with me the most was “if you hire people just because they can do a job, they’ll work for your money, but if you hire someone who believes what you believe they work for you with blood sweat and tears” As I go out in to the real world I want to work for someone who inspires me, and I want to recruit girls who will inspire me and others.

  • Andrew Matthews
    Andrew Matthews 3 months ago

    "The goal is not to sell people what you have, but to sell people to believe what you believe." What a profound statement. SO many things we do throughout life with the idea of an end goal. Get a job. Raise a family. Make money. But we too often get lost in not knowing WHY we want to do it. Asking yourself what is your "Why?" in life I think is what sets apart leaders from great leaders.

  • Emily Sweatt
    Emily Sweatt 3 months ago

    In this TED Talk, the diffusion of innovation theory is very well described! Not only is it explained, but examples are used to describe how it is used for businesses and marketing of products. I enjoyed the way Sinek used examples and stories of those like the Wright Brothers and Dr. Martin Luther King, Jr. in order to demonstrate his points. I found this TED Talk informative and inspiring!

  • Raja D
    Raja D 3 months ago

    This is a perfect example of how to make a public speech. Thought provoking, long enough to make the point and short enough to not bore the audience.

  • Kyia Johnson
    Kyia Johnson 3 months ago

    I enjoyed listening to this TED Talk! I agree when he said, “People don’t buy WHAT you do. They buy WHY you do it.” Appealing to the emotions of your audience has a better chance of generating expected outcomes vs just presenting something without any meaning. Like Simon mentioned, I feel people become more interested in a product or idea when they can relate to it and have found meaning of it within themesleves as well.

  • BCS and Bank Job Career

    "Start with why" great book.

  • Viet King Media
    Viet King Media 3 months ago

    Believe sthing true sometimes believe sth wrong, what we should believes?

  • m e
    m e 3 months ago

    Love this speech

  • 바다
    바다 4 months ago

    That's why I quit company.

  • Caleb S
    Caleb S 4 months ago

    This was incredible. Well done Simon.

  • CBD Oil ,What is CBD Oil ,Is CBD Oil Legal?

    Ok so this is 10:29 he said " the wright brothers took flight" just as he is saying this you can hear a plane fly by in the I was watching this a plane flew by my home...chills..

  • Fun Vidio Indo
    Fun Vidio Indo 4 months ago

    I think... This video is explained, why marvel cinematic universe is so good than dc...

  • Galen Hogg
    Galen Hogg 4 months ago

    I'm surprised he didn't get any marker on his shirt. Anyone else?

  • Mx Cody
    Mx Cody 4 months ago


  • Amir Fadhly
    Amir Fadhly 4 months ago

    Brilliant class, Simon. This is what we need. Brilliant.

  • Roberto Calzada Villalpando

    Totally agree

  • Calvin Roach
    Calvin Roach 4 months ago

    One of my favorite TEDx Talks.

  • Robert Williams
    Robert Williams 4 months ago

    Torrent of low-effort BS directed at inflated midwits. Everyone should watch Sam Hyde's Tedx talk. Sinek's thesis is very similar to "sell the sizzle, not the steak" which is quite old now. Many of these faddish ideas about business have floated by. They are all unverifiable and unfalsifiable. He claims that Apple is more "innovative" because they're a "why" company. He fails to ask if there are "why" companies that aren't innovative, or non-why companies that are innovative. He claims that Apple can cross over from computers to consumer elex because they're a "why" company. Again, he doesn't rigorously check that idea. Just another business fairy tale.
    I don't think he can provide an acid test for a "why" company since all big companies claim to be one.

  • Anurag Sharma
    Anurag Sharma 5 months ago

    Who else think why Elon Musk is most followed Enterpenure. He believes Cars should look good, it should be clean.
    He believes Humanity should Get to Mars.

  • John Wolper
    John Wolper 5 months ago

    Brilliant man, love all he has to say and its fresh and spot on!

  • Naveed
    Naveed 6 months ago

    4:14 How do Apple challenge the status quo again???

  • Sephora Terzakis
    Sephora Terzakis 6 months ago

    Just it was the Brazilian Santos Dummond who invented the first airplane.

  • MR. Poop
    MR. Poop 6 months ago


  • Elperro10
    Elperro10 6 months ago

    Its been almost 10 years from his speech and you can easily apply this way of thinking nowadays. I do share most of your thoughs. This was very refreshing, I have a job interview next week and I'm going to use some of this what you believe not what you can do. Thank you Simon you are brilliant. I wish i could meet you some day, at least for a short chat.

  • Samuel Liu
    Samuel Liu 6 months ago

    aapl hasn't been extremely innovative since 2012

  • Matteo Mantovani
    Matteo Mantovani 6 months ago


  • Mindfulness Troll
    Mindfulness Troll 6 months ago

    Epic slow clap fail 😂😂😂😂😂

  • Tyler Pfaffenbach
    Tyler Pfaffenbach 7 months ago

    Heck ya! Great video.

  • Alfredo Rodriguez
    Alfredo Rodriguez 7 months ago

    Great video, great speaker. A good example that visuals and simplicity are king. What he said is a more graphic and simple explanation of what a Vision is. The same concept that thousands of employees repeat over the last 45-50 years? but don't understand its meaning until someone else explains it better. There is no new concept, this is not rocket science, this is pedagogy/teaching. To me, that's the main lesson I embrace from this talk.

  • Marian Hanganu
    Marian Hanganu 7 months ago

    I read his book: Starting with Why. Brilliant!

  • Joly Zou
    Joly Zou 7 months ago +1

    The same goes to Brexit: Leave campaign started with why vote leave because "take back control", and focused on the emotional appeal. They know who the audience are and really started from there; Remain campaign was dreadful, only focused on what: "Britain's stronger in the EU". there was little emotion during the whole campaign, just a large number of experts telling you the benefits of the EU etc... We all saw the result... Such basic marketing mistake - Remain was too confident and did not put much effort in it...

  • Charles Egbulefu
    Charles Egbulefu 7 months ago


  • Mary Frawley
    Mary Frawley 7 months ago

    This is the oldest TED talkI've ever seen

  • Ifeedchickens
    Ifeedchickens 7 months ago

    2070 paradigm shift

  • Comment Channel
    Comment Channel 7 months ago


  • Tim Dai
    Tim Dai 8 months ago

    Oh My God.

  • Daniel Sharpe
    Daniel Sharpe 8 months ago

    There is no doubt that we as consumers buy into a product loyally or even for the first time if it is new and different not simply because of what it can do for us, but also and arguably primarily because of why its creator does what he/she does. Sellers, indeed such as Apple, have proven again and again that when the heart behind an organization/product/person is presented to media and markets, the success rate is higher for longer than if potential consumers had simply been presented a product that could effectively meet their needs. The human mind connects on a far deeper level with an idea or a set of morals that it can get behind, support, or root for than with a monetary, physical object that could potentially improve its lifestyle. In order to convince the early adopters, who will be followed by the early majority and so forth if the launch and "catch-on" is successful, you must open up your heart to the world and be ready to be real, raw, uncut to skeptics, taunters, rivals, and of course consumers about what makes you tick, how you handled the adversity of getting to where you are, on the platform in front of them, what drove you there and made you persevere so that the world could have what you've got for them. They don't want to know what you've got, they want to know why they should trust you. There is one way to do this, one. And that is, as Mr. Sinek has said, working from the inside out. This is why I do what I do; this is me. This is how this product came about and how it's going to change your life. Now that you trust me, listen to what I'm saying. This is the product for you.

  • Almog Malul
    Almog Malul 8 months ago

    saw this video so many times and still can see it million times

  • Neil Saqui
    Neil Saqui 8 months ago

    I can definitely say I'm an early majority because I won't buy it unless I know for sure it works and how develop a product is. Basically meaning I want hands on experience. Although, making gut worth decisions is what I need to do and get out my comfort zone.

  • Robert English
    Robert English 8 months ago

    I 100% agree that active communication is one of the most effective methods in marketing. The like like who and why is what sells the idea. I gained better information on communication from the inside out on why i do what i do. We are shaped by our ideal it plays in your lifestyle in doing what you believe with others.

  • Morgan Gormel
    Morgan Gormel 8 months ago

    I appreciate the way that he used the "golden circle" and went more in depth about each section, the "what", "how", and "why". I also like how he gave real life examples, including Apple. He discusses how Apple uses this technique for their sales.

  • Brittany Richardson
    Brittany Richardson 8 months ago

    Love how you not only proved your point and gave examples of it's success, but you also backed it up with biology. Every job I've had where the companies are thriving often derived from the why of their business and everyone including their team members and guests new what their why was. A prime example of this is Chickfila.

  • Chanin Hamilton
    Chanin Hamilton 8 months ago

    Great video, I love when he talked about the wright brothers, and how persistent they were in achieving their dream. Most things in life that are worth anything will be hard to achieve, and we see how important airplanes are in today's society

  • Vanessa Clark
    Vanessa Clark 8 months ago

    So the Wright Brothers succeeded because they had inspiration, and Langley failed because he did not 'Believe'? So, basically, the way to succeed in anything is to be an inspiring leader and take action. Am I understanding that correctly?

  • Allie Crossland
    Allie Crossland 8 months ago

    i like how the golden circle is explained with the what, how and why. And i like how he explains that reversing the order of information from the why first to the how and to the what is more successful. Using apple was a great example to why some organizations and leaders are able to inspire where others arent

  • Eden Fisseha Mekonnen
    Eden Fisseha Mekonnen 8 months ago

    I really like his idea of telling people what we believe or the concept of why we believe makes the idea more acceptable because the people that come and listen are people who have the same idea. I think this would be a great tool in changing health behaviors. By demonstrating what one non profit or health and wellness organization feels, it can attract like minded people and it can help change behaviors. This is my take on it.

  • Sophia Starr
    Sophia Starr 8 months ago

    "Orville and Wilbur were driven by something else, they were driven by a cause, a purpose, a belief. They believed if they could figure out the flying machine it would change the world." The Wright brothers were exactly right. Flying has changed the world in the way we transport goods, travel, and more. With no college education and only money they had raised were the Wright brothers funded. They were brilliant humans as they had a dream and went after it. Great leaders and an inspiration to me. A reminder that sometimes your knowledge will only take you so far but your will and perseverance can carry you the rest of the way.

  • Taylor Barnes
    Taylor Barnes 8 months ago

    If today's politicians operated on the "I have a dream" mentality rather than "I have a plan," I believe the world of politics would be transformed. Ambition, vision, and drive are so much more appealing than self-glorification, pride, and unrealistic promises. This is something I can get on board with, thank you Simon!

  • Rebecca Hutson
    Rebecca Hutson 8 months ago

    "People don't buy what you do. They buy why you do it."
    This comment he made is very true! It is crazy that how he explained his golden circle makes such amazing sense. Most marketing do start with what before, if they even do, they get to the why. The why is what sells a product and he had a great way of explaining why marketing works that way. It is much better to drive behavior when marketing works from the inside out. His other comment about if you do not know why you want this product then why will they support you? You have to believe in yourself and know why you are doing it. It is also important to have people who have believe just as much in your why as you do.

  • Tameeka Blake
    Tameeka Blake 8 months ago

    People don't buy what you do, they buy WHY you do it"
    Apple used this question to be the company we all know today due to patterns. They use the golden circle (why, how, what)

  • Ashley Clark
    Ashley Clark 8 months ago

    It is true, how people have the same access and challenge but some people succeed. It is interesting that apple does come so far but yet these other companies are just the same. Great video.

  • Katelin McClellan
    Katelin McClellan 8 months ago

    This speech really made me open my eyes to what makes us as humans think and behave. The Golden Circle really is the main aspect of leaders and action focusing on what, how, and why. However, it is interesting to see how individuals and companies are viewing it all wrong. By watching this video it is biologically correct that we explain WHY we do something before the how and what. In the speech Sinek talks about the neocortex of the brain as well as the limbic part of the brain. The neocortex handles rational thinking and the what aspect of the golden circle. The limbic portion focuses on feeling and behavior- what drives people. In this area is where the why and how of the golden circle come into play. If you are able to inspire someone on the WHY aspect of a product or believe they will follow that behavior not because they feel like they are obligated, because they it is now what they too believe in. I really liked the quote "People don't buy what you do but how you do it". This can correlate to one of the last topics that Sinek speaks on Martin Luther King Jr. His speeches were not based on what plans he had on change, his speeches where based on how he believed, which in turn made much of the nation believe that way too. Overall, starting with why instead of what is what is biologically correct for success within the human population.

  • Jelena Braja
    Jelena Braja 8 months ago

    Best TED ever.