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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)
  • mirelakefelja

    This is so beautiful, humble and powerful…all at the same time! Bravo Simon!!

  • Stefan

    Powerful words, but just empty words. Reality is different. It is just the pack instinct at most, what is left of it.

  • Stefan

    Thank you for enlightening me about Tiger Woods – ironically speaking. What do you care about Tiger Woods personal life?!
    I actually disagree with this Simon Sinek.

  • Your Good Friend

    That’s what Islam Teaches us

  • Traumatized

    It works with most normal people, not when you are dealing with nacissists, backstabbers, manipulators, psychos, passive aggressive and the likes. I read somewhere that said 10% of American population is psychotic, 4% of CEOs are psychotic.

  • Bob

    Sounds like you’re one of the psychos

  • jehoo

    That’s a sexy jacket. I want one.

  • Honda Hero76

    very good and refreshing. it really seems that he has taken these ideas from islam. Bcz muslims are united together, no matter what profession they are, or what nation or race they are on the common basis of trusting of One and the only God. Helping your brother is one of the fundamental concepts in islam as well. The only diff, is that he calls the God a “mother nature”

  • Tad

    This speech is the formula of success. Very good !

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  • Jackie Gauthier

    Very good.  This talk is on target, relatable and can really help someone begin to understand how to build relationships with others.


    I think you missed the point Honda Hero76. You can’t only stick together as muslims, we must all stick together as human beings! We must look to one another and to all religion and come together and think, what is the most necessary for us humans to live. I think its kindness and generosity, that should be everyones religion. Let stick to only the fundaments of religion, not all the rules. And these ideas have always been there, since the ancient Egyptian days. Only problem what happened is when we all started getting divided by religion. I don’t think that was the act of God but of men..


    Tell us something new sinek!! 

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  • bmbanford

    Simon’s approach and perspective appears simple, yet it’s not as easy as people think. Many marketers believe they’re thinking of the customer when writing their marketing content, but it soon gets lost. It’s important to continue learning and re-addressing the mantra Simon talks about – say and do what you believe and your customers will follow.

    A recent blog post on the Xerox Business of Work blog fleshes out Simon’s point, explaining that the process is a bit more complicated for B2B marketers because you market to the decision maker, but often that person isn’t the one uses the product. Therefore, you have to bridge that gap when designing and promoting a product to the end user. Take a look – http://businessofwork.blogs.xe
    (Xerox employee)

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  • Tiger 1 you 0

    What percentage of people are CEOs?

  • HomeBusinessGuide

    Amazing, it seems obvious but it’s not I really think every marketer must understand the niche (the group of people who could be interested in his products and services) before understanding the product itself

  • Monica

    I loved this talk-WHY it is so important to have human connection and here is a thought…the lady on the airplane…HOW could you have drawn her out and changed her experience on the flight and then ultimately your experience on the flight. As a former flight attendant and  professional chit chatter, it could have been done and probably more easily that your realize. Of course, it wouldn’t have made a great article afterward…or maybe it would have.

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  • John

    Man this sucks…

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