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Simon Sinek: If You Don’t Understand People, You Don’t Understand Business

About this talk

In this wide-ranging talk, ethnographer and leadership expert Simon Sinek discusses the importance of trust, authenticity, and meaning. Sinek argues that as individuals and companies, everything that we say and do is a symbol of who we are. And it is only when we communicate our beliefs authentically that we can attract others to our cause, and form the bonds that will empower us to achieve truly great things.

Simon Sinek, Leadership Expert & Author

A trained ethnographer and the author of Start With Why: How Great Leaders Inspire Everyone to Take Action, Simon Sinek has held a life-long curiosity for why people and organizations do the things they do. Studying the leaders and companies that make the greatest impact in the world and achieve a more lasting success than others, he discovered the formula that explains how they do it. Sinek’s amazingly simple idea, The Golden Circle, is grounded in the biology of human decision-making and is changing how leaders and companies think and act. His innovative views on business and leadership have earned him invitations to meet with an array of leaders and organizations, including Microsoft, Dell, SAP, Intel, Chanel, Members of the United States Congress, and the Ambassadors of Bahrain and Iraq.

Sinek recently became an adjunct staff member of the RAND Corporation, one of the most highly regarded think tanks in the world.  He also works with the non-profit Education for Employment Foundation to help create opportunities for young men and women in the Middle East region. He lives in New York, where he teaches graduate level strategic communications at Columbia University.

Comments (111)
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  • Avi


  • Mirza Shing Shong

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  • Paul

    Very nice! See also the short animation we made on the golden circle!

  • Caroline Lee

    I’m a big fan of Simon Sinek. I wrote down the transcript of this speech. Please access the URL below for it. However, as a non-native English speaker, I couldn’t understand some words he said. There are some words marked in red, which mean I’m not sure they are correct. If you’re also interested in his speech, and you want to help me, please feel free to correct words in the document. (I prefer that you add extra words that you think are the correct ones and mark them in another color, but keep the orginal words. The juxtaposition would help me understand why the originals are wrong. Thank you!)

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