How great leaders inspire everyone to take action Nearly 20 million people have seen Simon Sinek on the website ted.com where he presented the reasons for the success of a company like Apple, the inspiring character of Martin Luther King and why the Wright brothers, who made the first powered manned flight, were motivated by a mission that reflected a personal passion. "Start with Why" is an essential book in which Sinek presents three simple concepts, illustrated by the golden circle: what, how, why. Sometimes words are not enough to understand a concept. Bruno Ouellette, speaker, would like to present Simon Sinek’s book to you in words and pictures during one of his conferences.

1. Bruno Ouellette
Organizational Psychologist and Speaker
bouellette@spb.ca
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
WHY
HOW
WHAT
INSIDE
SIMON
SINEK’S
HEAD

2. People don’t buy WHAT you do,
they buy WHY you do it.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

3. People don’t buy WHAT you do,
they buy WHY you do it.
– Simon Sinek
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

4. Nearly 20 million
people have seen
Simon Sinek on
TED.com explaining
how great leaders
inspire us to
take action.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

5. He is the author of a
hugely popular book.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

6. SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Let me tell you about
Simon Sinek’s book
in stories and images,
as I do when I give
my talks.
Bruno Ouellette
Organizational Psychologist
and Speaker

7. It all began in someone’s garage.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

8. Two guys playing around with electronic
gadgets were about to found an empire.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

9. Steve Jobs
Steve Wozniak
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

10. How did these two
young Steves succeed
in getting…
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

11. … from here…
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

12. … to here?
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

13. That is what Simon Sinek
explains in simple terms,
using his golden circle.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.

14. WHY
HOW
WHAT
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
THE GOLDEN
CIRCLE
Simon Sinek (2014).
Start With Why.

15. SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
WHAT
THE DESIRED OUTCOME

16. SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
WHAT
THE DESIRED OUTCOME
The peak of
the mountain

17. SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
WHAT
THE DESIRED OUTCOME
 For an INDIVIDUAL, it’s a matter of:
actions and tasks
 For an ORGANIZATION, it’s a matter of:
products sold or
services offered
The peak of
the mountain

18. HOW
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
KNOW-HOW

19. HOW
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
KNOW-HOW
Ice axe, crampons,
and the right
technique

20. HOW
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
KNOW-HOW
 For an INDIVIDUAL, it’s a matter of:
methods for achieving
objectives
 For an ORGANIZATION, it’s a matter of:
procedures that set it apart
from the competition
Ice axe, crampons,
and the right
technique

21. WHY
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
ASPIRATIONS

22. WHY
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
ASPIRATIONS
The desire to
take risks,
to dream and
to excel

23. WHY
ASPIRATIONS
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
 For an INDIVIDUAL, it’s a matter of:
a personal vision, causes,
beliefs, values and talents
 For an ORGANIZATION, it’s a matter of:
its mission, its identity and
its purpose - beyond just
making money!
The desire to
take risks,
to dream and
to excel

24. SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
Getting back to
our example: Apple

25. Getting back to
our example: Apple
WHAT
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.
Selling computers,
cell phones, tablets
and so on

26. Getting back to
our example: Apple
HOW
By offering
well-designed,
user-friendly
products
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.

27. Getting back to
our example: Apple WHY
To leave a mark in the world by
helping the thinkers who move
humanity forward, and by always
challenging the status quo.
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
Simon Sinek (2014).
Start With Why.

28. People have bought from Apple not
because of its products, but because
they have identified with the brand,
its founders, and what they embody.
WHY
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

29. WHATWHAT HE OR SHE DOES
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
EVERYONE KNOWS

30. SOME PEOPLE
KNOW HOW
THEY DO
WHAT THEY
DO.
HOW
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

31. VERY FEW
PEOPLE CAN
EXPLAIN WHY
THEY DO WHAT
THEY DO.
WHY
SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca

32. SPB ORGANIZATIONAL PSYCHOLOGY | spb.ca
HOW ABOUT YOU?
DO YOU KNOW
WHY
YOU DO WHAT
YOU DO?

33. Bruno Ouellette
Organizational Psychologist and Speaker
bouellette@spb.ca
Bruno is a recognized expert in the field of human performance and
potential transformation. An organizational psychologist since 1990,
he lived in Alberta for 11 years and travelled the world with world-class
athletes. He has worked with more than 30 Olympic medalists
in their pursuit of excellence. Bruno combines his experience in the
world of high-performance sport with his ability to inspire leaders. At
SPB he is a respected high-performance coach and a much sought-after
motivational speaker.
@bouellettemind
ca.linkedin.com/in/psychologuesportif/fr
1 877 687-7881
www.spb.ca