Great leaders start with WHY, which inspires people to take an action about WHAT and HOW.

1. Start with Why
Jimmy Park

2. This is based on the book “Start with Why” written by Simon Sinek.
The pages with are from the book and I added my experience and thought to it.

3. There are two different ways of thinking

4. What
How
1 Why 2
Outside-in Inside-out
Thinking Thinking
Golden Circle

5. 1
What What should we make?
How to make it?
How Which technologies?
(Use when? Why? By whom?)
Why
1 2 2
Outside-in Inside-out
Why do we need to change?
How can I make that change?
What kind of product or
service can help?
Order of Thought

6. Ordinary Leaders in
ordinary companies
tend to have
Outside-in thinking
They ask for solutions
before defining problems
Extraordinary Leaders in
extraordinary companies
tend to have
Inside-out thinking
They ask for problems
before getting into solutions

7. Leaders who are busy with
looking for solutions
even before defining problems
They always end up with
short-term response to
long-term desires
“The problem was, no matter the issue, the company's managers were always drawn
to the quicker, cheaper option over the better long-term solution.
They never have the time or money to do it right the first time. But they always have
the time and money to do it again.”
(p23, “Start with Why” by Simon Sinek)

8. Greatest Leader Market Leader
“I have a Plan…” “This is what I made and
it can do this and that…”
“This is what I believe...
“I have a Dream…”
and why I do it…”

9. Based on my experience also…
Why
What
(& How)
Find solid “Why” first, “What” comes along.

10. Human Brain Structure
Thinking, planning, reasoning,
language, etc.
Emotion, feeling (anxiety, fear,
trust, royalty, etc.)
Outside-in VS. Inside-out
Even Biology supports Inside-out thinking.

11. 1
Buy Smartphone with Pen
What
We have big display and
smooth touch screen for it
How
(What do you write and why?
It’s all up to you)
1
Why 2
2
Ordinary Innovative Don’t you want to accompany
Company Company your secretary all the time?
What if he or she can do
things for you when asked?
I just made a phone like that.
Do you want to buy one?
Order of Communication

12. The Order of your Thought should be
the Order of your Communication.
Thought doesn’t talk, Communication does.

13. By the way,
communication of the Spec. is not
the best way to communicate your belief.
Designed for Humans?
Way Better…

14. Especially if you want to create something new…

15. Who are your customers?

16. Law of Diffusion of Innovation
 Early Majority does not
buy things till someone
else buy them
Tipping  Early Adaptor, Innovator
Point
do not buy things by logic,
they buy things by belief
Chasm
 If you want to make things
not yet exist, therefore,
you should inspire them
by your belief
Your Customers
Those people don’t buy what you make,
They buy what you believe.

17. Furthermore, Today is like…
Competitive World Smart People

18. Era of persuasion has gone.
Don’t persuade them, Seduce them.

19.  Persuasion
People know
what you want and
they still agree…
You should Convince them with Benefit
(Price, Function, Performance, Quality…)

20.  Seduction
People don’t even
notice what you
want yet
they still come to
dream of it…
You should Convince them with Value
(Dream, Happiness, Love, Fun, Sympathy…)

21. So, which is the better way to seduce them?
or
What Why

22. To be a great leader,
To be a great market leader today,
therefore,
Start with Why

23. The credit goes to…
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
(Although he doesn’t even know who I am)

24. Jimmy Park
rainyme@gmail.com