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Simon Sinek: How Great Leaders Inspire Action (TED.


“But very few organizations know why they do what they do…and by ‘why’ I don’t
mean to make a _________, I mean what’s your __________,
what’s your _________, what’s your ____________.”

“…People don’t buy _______ _____ _____, they buy
______ ______ ______ ______.”

“The goal is not to do business with everybody who
needs ______ _____ _____, the goal is to do
business with people who ______________________.”

This information is grounded in ____________, not _________________.

The outer circle corresponds with our neocortex, which is responsible for _________ and
___________ thought, and ____________

The two inner circles correspond to our limbic brain, which is responsible for all of our
It’s responsible for __________-making and behavior, but has no capacity for ______________.

We use the phrase ‘it just doesn’t feel right’ because the part of the brain that controls
doesn’t control ________________.

Samuel Pierpont Langley didn’t succeed in figuring out a ‘flying machine’ because

The Wright Brothers succeeded because _____________________________________________________

The Law of Diffusion of Innovation:

The first 2.5% of the population are our ___________________.
The next 13.5% are our early _____________. The next 34% are your early _________________, your
late _______________, and your laggards (people who buy because they can’t buy the old thing –

You must reach the tipping point into mass market success by closing the ________, because the
early majority ______ _______ _______ something until _______ _______ has _________ it first.

People who buy early do it for themselves, because they want to be ___________.

TiVo had everything going for them, but they are a commercial _____________. They’ve never
_______ _______. This is because ________________________________________________________________.

250,000 people showed up to listen to Dr. King speak even though they sent out no
________________, and there was no website to ________ ____ ________.

King gave the “I ______ __ _______” speech, not the “I _______ __ _______” speech.

“…we follow those who lead not because ____ ______ ____, but because _____ ______ ____. We
follow those who lead not for _______, but for _____________.”

After watching the talk: Was there anything in the talk you didn’t agree with? __________________________________________ ______________________________________________________________________________________ List 4 ways/areas in which you or someone you know could apply this idea: _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ .