There are

leaders And

There are those

who lead
 Law of Diffusion of
Innovation

Seeks to understand how, why,

and what new ideas or
movements spread through
cultures.
 20 – 60 - 20

Go Getters Floaters Haters

Products
What

How
Actions

WHY

Values +
Purpose
 EXAMPLES

Leaders/Companies

• Coke

• Distracted Driving Campaign

• Dove

• APPLE INC.

• “Like a Girl”
 People don't buy
WHAT you do...

They buy WHY you do

it
 WHY IS THE
LEADERSHIP PROGRAM
IMPORTANT AT SJAM?
HOW can we accomplish
this?
WHAT can we do….
 Fact not Opinion

Neocortex How
What

Limbic WHY
Limbic Brian NeoCortex

Responsible for Responsible for

• All feelings - trust, • All rational and

loyalty analytical thought

• All human behavior • All human language

• Decision making

• Has no capacity
for language
 Leaders Those who Lead

Position of Power Inspire

Are Appointed Innovate

Manipulate Develop loyalty

 Think, Act, and Communicate

INSIDE --> OUT

WHY --> WHAT

• Targeting the part of the human brain

responsible for all decisions + behavior

= GUT DECISIONS. "Just felt right"

 What do we need to do?

Clarify our Values + purpose

Align our actions and products with the why

Communicate from inside -- out

Be consistent