START WITH WHY by SIMON SINEK

"人がどうして動機づけられるのか、そこに理由なんてない理由は後付けである。と言うところがストンと自分の中に入ってきて、そこから日常やビジネスシーンでものすごく役に立っています。youtubeを見た時もすごいと思いましたが、本を読むと色んな角度からの説明がなされていて、本当に心が震える思いで、何度も読み返しています。自分が迷った時に立ち帰れる、最高の書籍だと思います" "感情論や抽象的な記述でなく、実際の企業の歴史を例に出して分析したり、脳科学的な理論を持ち出してくれるため納得しやすいです" "..TEDや本書では触れられていませんが、穿った見方をすれば諸刃の剣のようにも映る同理論。世のために使えば、Appleやライト兄弟と謂った素晴らしいケースになるのでしょうが、..." "例も紹介されていて参考になった。ただゴールデンサークルの中心であるWHYは日本語にすると目的なのか？理念なのか？
そこが分からない部分もあった。時間を空けてもう一度読もうと思う.." "Very much enjoyed his final examples of people who have found their why and compete against themselves to be better.." "Despite my fairly negative statements, the concept of “starting with why” is truly inspirational and worth learning about ..."

이 책의 핵심어들은 Inspiration rather than manipulation and aspiration, WHY, trust, loyalty, The Golden Circle, Clarity, consistency, split 등 인데 사실 읽고 나면 애플, 일본 자동차 회사, 마이크로소프트, Wal-Mart, Southwest Airlines 등의 기억만 남는다. 특히 애플의 이야기가 책의 대분분을 차지하는거 같다. 내용에서는 큰 감흥은 없었지만 영어 문장이 비교적 무난하고 읽기에 편한 구조이기에 진도는 잘 나가는 책이었다.

 

ABSTRACT

 

- This is important because our behavior is affected by our assumptions or our perceived truths. We make decisions based on what we think we know.

- Whenever he does well, it's because of his brains and ability to pick the right stocks, at least according to him. But when he loses money, I have to issue with either line of logic.

- Assumptions, you see, even when based on sound research, can lead us astray.

- There are only two ways to influence human behavior : you can manipulate it or you can inspire it.

- When companies or organizations do not have a clear sense of why their customers, are their customers, they tend to rely on a disproportionate number of manipulating to get what they need.

- "Quitting smoking is the easiest thing I've ever done," said Mark Twain. "I've done it hundreds of times."

- What companies cleverly disguise as "innovation" is in fact novelty.

- People don't buy WHAT you do, they buy WHY you do it.

- What communicating from the inside out, the WHY is offered as the reason to buy and WHATs serve as the tangible proof of that belief.

- Our need to belong is not rational, but it is a constant that exists across all people in all curtures.

- If we were all rational, there would be no small businesses, there would be no exploration, there would be little innovation and there would be no great leaders to inspire all those things.

- Fulfilling all your responsibilities does not create trust. Trust is a feeling, not a rational experience ...

- You have to talk about your WHY and prove it with WHAT you do. Again, a WHY is just a belief, HOWa are the actions ....

- The drive to win is not, per se, a bad thing. Problems arise, however, when the metric becomes the only measure of success, when what you achieve is no longer tied to WHY you set out to achieve it in the first place.

- The role of a leader is not to come up with all the great ideas. The role of a leader is to create an environment in which great ideas can happen.

- Energy motivates but charisma inspires. Charisma has nothing to do with energy ; it comes from a clarity of WHY.....

- His clarity of WHY, his sense of purpose, gave him the strength and energy to continue his fight against often seemingly insurmountable odds.

- Energy motivates but charisma inspires.

- Some who achieve fame talk about the loneliness that often goes with it. That's because success and achievement are not the same thing .....

- Value is a perception, not a calculation.....

- When we compete against everyone else, no one wants to help you, But when you compete against yourself, everyone wants to help you.

- All leaders must have two things : they must have a vision of the world that does not exist and they must have the ability to communicate it.