START WITH WHY - Audio Book by Simon Sinek - PART 4

START WITH WHY - Audio Book by Simon Sinek - PART 4
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Chapter four begins by focusing on human nature’s desire to belong. This desire drives us to pursue others who share the same “Why” as us. And oddly enough, the Golden Circle matches the way our brain operates.
Neocortex: Our neocortex, corresponds with the “What” level. This is responsible for all our rational and analytical thought and language. This allows us to look through vast amounts of facts and figures, but it doesn’t drive behavior.
Limbic Brain: The middle two sections make up our limbic brain and are responsible for all of our feelings, like trust and loyalty. This roughly corresponds with the “Why” level. This area of the brain is responsible for all human behavior and all our decision making.
We want to be around people and organizations who are like us and share our beliefs.
When companies start with “Why”, with what they believe, they will tap into our innate drive to include those products as symbols of our values and beliefs. They make us feel special like we belong to something bigger, and we feel a sense of tribe affiliation with all the others buying the same products.
Most companies generally start with “Whats” and “Hows” because that’s what their customers ask for. They ask for great quality, low price, 24-hour service and lots of features.
And it’s all scientifically sounding because it’s based on data. But according to Simon Sinek, that’s a load of baloney. The part of the brain controlling decision making is different from the part of the brain reporting back “Why” that decision happened. So all those focus groups and questionnaires are probably of little value.
Quoting Henry Ford, “If I had asked people what they wanted they would have said a faster horse.”