It is been a hectic week at work and outside it too, trying to finalise the passport for my son but anyway these are the things I have done and I have enjoyed this week.

As I will go over Start with Why book you can read the summary of the previous chapters here to freshen up your memory.

By the way, the picture in the header was taken from the Amsterdam Eye Film museum.

Start with Why - Chapter 4

Simon Sinek talks about our human desire to feel like we belong. This sense of belonging makes us also good at spotting things that don't belong together. The example is given as Dell selling mp3, it just does not feel right because Dell defines itself as a computer company (again the WHAT).

We, humans, are drawn to leaders and organizations that are good at communicating what they believe (WHY they do WHAT they do). Their ability to make us feel like we belong, to make us feel special, safe and not alone is part of what gives them the ability to inspire us.

The powe of WHY has a biological explanation according to Simon. See image below.


The new brain (homo sapiens brain) maps to the WHAT, the rational area of our brain. The WHY area maps to lymbic brain the one responsible for our feelings and for all human behaviour. The limbic brain has no capacity for language, that is why is so difficult to explain our emotions and feelings.

Our limbic brain is powerful enough to drive behaviour that sometimes contradicts our rational and analytical understanding of the situation. Richard Restak in "The Naked Brain" book says "When you force people to make decisions with only the rational part of their brain, they almost invariably end up overthinking"

Companies that fail to communicate a sense of WHY force us to make decisions based on empirical evidence. This is why those decisions take more time, feel more difficult or leave us uncertain. I guess most of us have experienced this while buying anything.

Simon says that people don't buy WHAT we do but WHY we do it and a failure to communicate WHY creates nothing but stress or doubt. People that buy Apple computers don't need to talk to anyone about what brand to choose. They feel that is the right decision the only question is which Mac. The decision is already made only the tangible features are missing to decide which one fits the best.

So, basically, the idea is to win consumer hearts before minds :).

The power of our limbic brain is astounding. It not only controls our gut decisions , but it can influence us to do things that seem illogical or irrational. Leaving the safety of home to explore faraway places, leaving a stable job to start your own business, etc.

If we were rational all time, there would be no small businesses, there would be no innovation.

Products with a clear sense of WHY give people a way to tell the outside world who they are and what they believe, and this is kind of cool, we all have our ego and like talking about ouselves even if it is a little bit. If a company does not have a clear sense of WHY then it is impossible for the outside world to perceive anything more than WHAT the company does.

Foodwise: Crepe rolls

Awesome recipe I found in Pinterest, see here. Crepes filled with mushrooms and spinachs with an egg on top, simply amazing and easy to prepare. This is how mine looks like.


Favourite quote of the week

Henry Ford: "If I had asked people what they wanted, they would have said a faster horse"


Roxanne by "The Police". Written by Sting I love how he put into words the sad story of Roxanne.