Simon Sinek, leadership expert, optimist and author, delivered the keynote address to over 400 attendees at the GMA Chairman’s Lecture on January 19, 2013, in Scottsdale, Arizona.
Sinek examined the leaders and companies that make the greatest impact in the world, and shared the common patterns in how they think, act and communicate. Using the example of Apple and its success, Sinek explained that what made Apple unique, is that the company does not focus on the what, or how of their product, but the why. Focusing on the why gives depth to the product, so it becomes more than just a product, and rather a representation of who the consumer is. Giving consumers something to believe in, and not just offering a great product will produce more brand loyalty than convenience or affordable prices would.
Sinek touched on the fact that like a successful product, successful leadership follows a similar pattern, and that to inspire others to follow, it’s necessary to give them something to believe in.