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Simon Sinek - Start With Why


How Great Leaders Inspire Everyone To Take Action

Simon Sinek teaches leaders and organisations how to inspire people and is best known for popularising the concept of Why. His talk on the subject that also introduced his golden circles model became the second most watched TED Talk of all time and his first book Start With Why: How Great Leaders Inspire Everyone to Take Action is a global best seller.

Don’t Lose Your Passion

Have you ever lost your passion?

That is what happened to me 5 years ago when I decided to quit banking. As I think back, those were some of the darkest years of my life, even though on the outside it looked like I had it all.

It happens to a lot of us, and the reason is usually that we have lost touch with our “Why”.

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This is why I was so excited to have Simon Sinek on London Real. He wrote a book focusing on this called Start With Why: How Great Leaders Inspire Everyone to Take Action, which became a global bestseller. His talk on the subject also became the second most-watched TED Talk of all time.

A British-American author, motivational speaker and organisational consultant, Simon Sinek is also the author of five books, including Start With Why and The Infinite Game. He teaches leaders and organisations how to inspire people and is best known for popularising the concept of Why.

His great insight is that most businesses focus on the “What” or the “How”, but the ones that truly thrive are those that understand WHY they do what they do.

London Real’s Why

As a banker my “Why” was simply to make a lot of money. That turned out not to be a great motivation. With London Real, my goal is to inspire people to become the best version of themselves by sharing game-changing ideas from the greatest minds on the planet.

Now that is a “Why” that gets things done!

I really enjoyed talking with Simon. He’s able to articulate his ideas in a way that everyone can understand, and this is why I think he’s been so successful with his books. He’s able to take life-changing concepts and distill them into manageable chunks that people can actually implement in their lives.

We talked about his early career change, first TED talk and his journey of getting to his why. Simon also explained how his 2014 book ‘Leaders Eat Last’ was born out of questioning where trust and cooperation come from.

We also dove into politics, talked about the Richard Nixon and John F. Kennedy presidential election TV debates, and whether our politicians reflect ourselves. He also chatted about what he thought of the Donald Trump phenomena and his immense respect for Navy SEALs.

Simon Sinek’s work has changed my life, and I think what he has to say is important. If you are struggling to find your path or are unhappy in any aspect of your life, I know you’ll find Simon has to say helpful.

Join us as we discuss:

  • Martin Luther King, Jack Welch, and Jocko Willink
  • Ken Robinson, Amy Cuddy, and Brené Brown
  • Daniel Pink, Donald Trump, and Hilary Clinton
  • Mitch McConnell, Barack Obama, and John Kasich
  • Carl Hart, the Navy SEALs, and epiphanies
  • His biggest challenges and success secrets
  • General Electric, the Afghanistan War and Apple computers


00:00 | Trailer
09:24 | No roots.
10:13 | Early career change, the common element he enjoyed, and what he doesn’t talk about.
12:56 | First Ted Talk.
14:56 | Simon’s journey of getting to his why.
21:31 | Vision of a profoundly different world.
23:40 | Value of concept of why to companies. Comparison of Costco and General Electric.
27:47 | Decline of innovation in the world.
32:19 | What were the opportunities from the 2009 first Ted Talk?
34:59 | Has anything changed in the original golden circle concept of why, what and how. Is there a who?
37:03 | A movement, not a business.
37:34 | Law of diffusion of innovation – how has this statement morphed?
43:19 | Understanding the power of knowing your why.
45:11 | Working on diffusion without understanding concept of why, can lead to problems.
47:08 | ‘Leaders Eat Last’, why that book and at that time?
51:56 | Afghanistan and Simon’s moment of epiphany.
1:06:25 | ‘Leaders Eat Last’ book born out of questioning where trust and cooperation come from.
1:08:34 | The circle of safety. What does that mean?
1:10:29 | Simon’s high regard for Navy SEAL teams and the role of trust within them.
1:17:22 | What has been the response to the more mature and in depth second book?
1:18:28 | Has Simon ever made mistakes in choosing the right company or person to work with?
1:19:29 | Next steps in Simon’s journey.
1:22:03 | Technology, a time bomb impact of modern life on millennials.
1:31:54 | Is there a solution?
1:34:22 | Leadership is now even more important.
1:36:26 | Strategies families are using.
1:40:05 | What is the most effective requirement for a speaker?
1:46:06 | Simon’s biggest challenge.
1:48:50 | Success secrets.
1:49:40 | The Donald Trump phenomena.
1:52:53 | Are our politicians a reflection of ourselves?
1:54:36 | Phone call to the 20 year old Simon Sinek.
1:55:35 | Best advice ever received.
1:56:43 | Advice to those with lack of self-esteem.


"Of the People, By the People, For the People"


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