According to Sinek, there are two ways to attract customers: inspiring the carrots or manipulating the sticks. Most of the sales tactics used by businesses today involve manipulation. These include price, promotions, fear, aspirations, peer pressure, and novelty. Pricing and promotions are the most commonly identified forms of sales manipulation, but fear, aspirations, peer pressure, and novelty tend to be more discrete.
Regardless of the type of manipulation, it is important to understand these are short-term solutions which end up leading to a cycle of repeated manipulation. Continuing too far down this path will impact long-term profitability, but there is another way which is revealed in chapter three.
Chapter 4: This Is Not Opinion, This Is Biology
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.
Why: Very few people or companies can clearly articulate why they do what they do. This isn’t about running a profitable company—that’s a result. Why is all about your purpose. Why does your company exist? Why do you get out of bed in the morning? And why should anyone care?
How: Some people and companies know how they do what they do. Whether you call them a ‘’differentiating value proposition’’ or a ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better.
What: Every single company on the planet knows what they do. This is true no matter how big or small the company is, or no matter what industry they belong to. Everyone can easily describe the products or services their company sells or the job function they have within the company.
Why” and hiring
When employees belong, they will guarantee your success. And they won’t be working hard and looking for an innovative solution for you, they will be doing it for themselves.
The goal is to hire those who are passionate about your “Why”, your purpose, cause or belief, and who have the attitude that fits your culture. Once that is established, only then should their skillset and experience be evaluated.
Great companies do not hire skilled people and motivate them; they hire already motivated people and inspire them. Companies with a strong sense of “Why” are able to inspire their employees. Such employees are more productive and innovative, and the feeling they bring to work attracts other people eager to work there as well.