Start With Why (32 page)

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Authors: Simon Sinek

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Chapter 10: Communication Is Not About Speaking, It’s About Listening
160
“I Have
a
Dream
”
speech
: “I Have a Dream—Address at March on Washington, August 28, 1963. Washington, D.C.,” MLK Online,
http://www.mlkonline.net/dream.html
.
160
American flag on a soldier’s right arm?
: Brendan I. Koerner, “Soldiers and Their Backward Flags,”
Slate
, March 18, 2003,
http://www.slate.com/id/2080338/
.
161
“Don’t let anyone tell you that America’s best days are behind her”
: President Ronald Reagan’s Address Before a Joint Session of the Congress Reporting on the State of the Union, January 26, 1982,
http://www.c-span.org/executive/transcript.asp?cat=current_event&code=bush_admin&year=1982
.
163
“Mostly, it says I’m an American”
: Randy Fowler, general manager of a Harley-Davidson dealership in California, personal interview, January 2009.
165
In 2003 and 2004 Apple ran a promotion for iTunes with Pepsi
:
http://www.apple208m/pr/library/2003/oct/16pepsi.html
.
170
Volkswagen introduced a $70,000 luxury model to their lineup
: “2006 Volkswagen Phaeton Review,” Edmonds.com.,
http://www.edmunds.com/volkswagen/phaeton/2006/review.html
; “VW analyses Phaeton failure, reveals new details about next-gen model,”
MotorAuthority.com
, February 18, 2008,
http://www.motorauthority.com/vw-analyses-phaeton-failure-reveals-new-details-about-next-gen-model.html
.
Chapter 11: When Why Goes Fuzzy
175
“A lot of what goes on these days with high-flying companies”
: Sam Walton and John Huey,
Sam Walton: Made in America; My Story.
New York: Bantam, 1992.
176
There are 27.7 million registered businesses in the United States today
: U.S. Small Business Administration, Office of Advocacy,
http://www.sba.gov/advo/stats/sbfaq.pdf
.
176
Sam Walton didn’t even invent a better way of doing things than everyone else
: Bob Ortega,
In Sam We Trust: The Untold Story of Sam Walton and How Wal-Mart Is Devouring the World.
New York: Kogan Page, 1999.
177
For Sam Walton, there was something else
: Walton and Huey,
Sam Walton
.
177
“We’re all working together; that’s the secret”
:
http://walmartstores.com/CommunityGiving/8508.aspx
.
177
The company once renowned for how it treated employees and customers has been scandal-ridden for nearly a decade
: “Wal-Mart Wage and Hour Settlement,”
Wal-Mart Watch
,
http://action.walmartwatch.com/page/-/Wal-Mart%20Wage%20and%20Hour%20Settlement.pdf
.
178
“Celebrate your successes”
: Gene N. Landrum,
Entrepreneurial Genius: The Power of Passion.
New York: Brendan Kelly Publishing Inc., 2004.
179
Every year a group of high-performing entrepreneurs get together at MIT’s Endicott House
:
http://www.gatheringoftitans.com/
.
Chapter 12: Split Happens
189
In the fall of her freshman year in college, Christina Harbridge set out to find a part-time job
: Christina Harbridge, personal interview, November 2008;
http://christinaharbridge.com/blog/
.
191
Dwayne Honoré has for the past ten years run his own commercial construction company
: Dwayne Honoré, personal interview, December 2008;
http://www.dhonore.com/explore.cfm/ourcompany/owner/
.
193
Though Gates abdicated his role as CEO
: “Gates exits Microsoft to focus on charity work,” MSNBC News Services, June 27, 2008,
http://www.msnbc.msn.com/id/25408326/
.
195
after a legendary power struggle with Apple’s president, John Sculley
: Andrew Pollack, “Apple Computer Entrepreneur’s Rise and Fall,”
New York Times
, September 19, 1985,
http://query.nytimes.com/gst/fullpage.html?res=950DE7DA1739F93AA2575AC0A963948260&scp=3&sq=apple%201985%20jobs%20resigns&st=cse
.
195
Sculley was a perfectly capable executive with a proven track record
: “Marketing Genius for Pepsi and Apple: John Sculley III, WG’63,”
Wharton Alumni Magazine
, Spring 2007,
http://www.wharton.upenn.edu/alum_mag/issues/125anniversaryissue/sculley.html
.
196
“Do you want to sell sugar water your whole life or do you want to change the world?”
:
Triumph of the Nerds:
The Television Program Transcripts: Part III, PBS,
http://www.pbs.org/nerds/part3.html
.
196
New products would be “less revolutionary and more evolutionary”
: Brian O’Reilly, “Apple Computer’s Risky Revolution,”
FORTUNE
, May 8, 1989,
http://money.cnn.com/magazines/fortune/fortune_archive/1989/05/08/71954/index.htm
.
197
From the start, he focused on efficiency
: Steve Lohr, “Can Michael Dell Refocus His Namesake?”
New York Times
, September 9, 2007,
http://www.nytimes
. com/2007/09/09/technology/09dell.html.
198
If you look back at the history of Starbucks
:
http://www.starbucks.com/aboutus/Company_Timeline.pdf
.
199
In a now famous memo that Schultz wrote
: “Text of Starbucks Memo,”
Wall Street Journal
, February 24, 2007,
http://online.wsj.com//files/04/61/24/f046124/public/article/SB117234084129218452-hpbDoP_cLbOUdcG_0y7qLlQ7Okg_20080224.html?mod=rss_free
.
199
In early 2008, Schultz replaced Donald
: Burt Helm and Jena McGregor, “Howard Schultz’s Grande Challenge,”
BusinessWeek
, January 9, 2008,
http://www.businessweek.com/magazine/content/08_03/b4067000369003.htm?chan=top+news_top+news+index_businessweek+exclusives
.
201
Putnam recounts the time he met with Kelleher to interview for the job
: Howard Putnam, personal interview, October 2008.
201
The same could be said for Colleen Barrett, who became president of Southwest in 2001
: Colleen Barrett, personal interview, December 2008.
202
Walton’s oldest son, S. Robeson Walton
:
http://findarticles.com/p/articles/mi_m3092/is_n8_v31/ai_12098902/
.
203
Walton insisted on showing up for work on Saturdays
: Sam Walton and John Huey,
Sam Walton: Made in America; My Story.
New York: Bantam, 1992.
203
“I still can’t believe it was news that I get my hair cut at the barbershop”
: Ibid.
204
Sinegal learned about discount retailing from Sol Price
: Matthew Boyle, “Why Costco is so addictive,”
FORTUNE
, October 25, 2006,
http://money.cnn.com/magazines/fortune/fortune_archive/2006/10/30/8391725/index.htm
.
204
Sinegal believes in people first
: Alan B. Goldberg and Bill Ritter, “Costco CEO Finds Pro-Worker Means Profitability,” ABC News, August 2, 2006,
http://abcnews.go.com/2020/business/story?id=1362779
.
204
Wall Street analysts criticized Costco’s strategy of spending so much on their people
: John Helyar, “The Only Company Wal-Mart Fears,”
FORTUNE
, November 24, 2003,
http://money.cnn.com/magazines/fortune/fortune_archive/2003/11/24/353755/index.htm
.
205
“Wal-Mart has been working to improve its image and lighten its environmental impact for several years now”
: Andrew C. Revkin, “Wal-Mart’s New Sustainability Push,”
nytimes.com
, October 23, 2008,
http://dotearth.blogs.nytimes.com/tag/wal-mart/
.
206
“A lot of what goes on these days with high-flying companies”
: Walton and Huey,
Sam Walton
.
206
And to do it, he started by paying himself an annual salary of $5.43 million
:
http://finance.yahoo.com/q/pr?s=WMT
.
Chapter 13: The Origins of a WHY
209
“The Apple gave an individual the power to do the same things as any company”
: Steve Wozniak, personal interview, November 2008.
210
the two Steves made something they called the Blue Box
: Nick Cantlay, “Biography: Stephen Wozniak,” The Apple Museum,
http://www.theapplemuseum.com/index.php?id=50
.
210
famed “1984” commercial that aired during the Super Bowl
:
http://www.youtube.com/watch?v=OYecfV3ubP8
.
Chapter 14: The New Competition
222
But not Ben Comen
: Rick Reilly, “Worth the Wait,”
Sports Illustrated
,
http://sportsillustrated.cnn.com/2003/pr/subs/siexclusive/rick_reilly/10/13/reilly1020/index.html_the_wait.htm
.
INDEX
Abernathy, Ralph
achievement versus success
action, taking.
See
HOW level
ad campaigns
WHAT level
WHY level
Agincourt, battle of
air travel
Continental Airlines turn-around
low-cost programs, failure of
pioneers, WHAT versus WHY
Southwest Airlines
See also
specific companies
Allen, Paul
America Online, WHY, loss of
Amundsen, Roald
Apple
ads/commercials
and authenticity
cause of
cultlike following
decision to purchase
and early adopters
Golden Circle applied to
and innovation
less-than orientation
and lifestyle
origin/growth of
Sculley, ineffectiveness of
successes, repetition of
user loyalty
WHY level
Armstrong, Neil
aspirational messages, as manipulation
assumptions, decisions based on
authenticity, and WHY level
auto industry
German, and American buyers
promotions
Volkswagen Phaeton, failure of
Baer, Rebecca
balance
and authenticity
and Golden Circle
and nature
Ballmer, Steve
Balzer, Stephan
Baring, Sir Francis
Barings Bank
Barrett, Colleen
Barton, Jim
belief.
See
WHY level
belonging, sense of
and followers
power of
and shared values
Bethune, Gordon
brain
connection to Golden Circle
limbic brain
neocortex
Branson, Richard
breakage, and promotions
Bridgeport Financial
Brookhill
Brotman, Jeffrey
Bruder, Ron
cause
of Apple
civil rights movement
of Costco
of Microsoft
of Southwest Airlines
of Wright brothers
See also
WHY level
celebrity endorsements
as manipulation
Q-score
Celery Test
failing, examples of
passing, examples of
charisma
elements of
and King, Martin Luther Jr.
civil rights movement
Abernathy, HOW level
King, WHY level
clarity
and charisma
and King, Martin Luther Jr.
versus volume of message
of WHY
Colgate, product variations
collections industry, WHY company example
Comen, Ben
communication, symbols, power of
computer industry
WHY versus WHAT
See also
specific companies
consistency, of WHAT level
Continental Airlines, turn-around of
Costco
cause of
employees first focus
Creative Technology Ltd.
culture
organizational
and shared values/beliefs
Daly, Jack
dating, WHAT versus WHY
decisions
assumptions as basis of
and brain
WHAT versus WHY
See also
gut decisions
Dell, WHY, lack of
Dell, Michael
Delta Airlines, low-cost program failure
differentiation, Golden Circle levels for
discipline, of HOW level
Disney
Celery Test, passing
WHY-HOW level team
Disney, Roy
Disney, Walt
Donald, Jim
Dr. Seuss
Duke, Michael T.
early adopters
innovation, accepting
marketing to
Economic crisis (2008), and manipulation
Edison, Thomas
EFE Foundation
employees
company/employee fit
Continental Airlines turn-around
employees first focus
excitement and startups
happy, importance of
hiring
and innovation
loyalty of
motivation versus inspiration
passion, root of
sense of purpose, WHY level

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