Simon Sinek On Diffusion Of Innovation Summary

This post summarizes some of Simon Sinek's ideas about the diffusion of innovation, from a TED presentation.

Summary

• Simon Sinek: People don't buy what you do, they buy why you do it
• The goal is not to do business with everybody who needs what you have
• The goal is to do business with people who believe what you believe
• The part of the brain that controls decision does not control language
• If people know why you do what you do, they can become loyal

Diffusion of Innovation

• Simon Sinek: You cannot reach mass market acceptance of an idea if you do not reach 15-18% of the market first, then the system tips
• Early majority won't try something new before someone else tried it
• The right people, right money and right market conditions do not guarantee success
• Tivo told us what they had without you even ask it
• Tivo could have said, if you want control on your TV (why), we have a product for you
• People do not buy what you do, but why you do it
• What you do only serves the proof of what customers believe in
• Martin Luther King - 'I have a dream' speech, not 'I have a plan' speech
• Leaders hold a position of power or authority, those who lead inspire us
• We follow those who lead, not because we have to, but because we want to
• We follow those who lead, not for them, but for ourselves
• And it is those who start with why that have the ability to inspire those around them or find others who inspire them

P.S.: The reason I did not include Simon Sinek's golden circle is because I believe the why he created this circle is just an attempt to mystify people unnecessarily. He properly fails to apply his theory about selling his simplest idea. I don't buy it, which confirms his theory too...