Start With Why - Simon SInek

Start with Why - Simon Sinek
pre-civil rights America
better qualified, better funded
profoundly changed my view on how I thought the world
it's the complete opposite to everyone else.
USP – unique selling point
We go from the clearest thing to the fuzziest thing
believe in challenging the status quo
I reversed the order of the information
More changes are required to reverse the trend towards centralised power.
Bob reversed into a parking space - its driver reverses, they go backwards
reverse roles/positions
Reverse the paper in the printer.
reverse a trend
Immigration has increased sharply and reversing this trend will be extremely difficult.
reverse a decline
His policies had reversed the decline in the economy.
reverse a process
We cannot reverse the ageing process.
reverse the effects of something
Hair conditioner can’t reverse the damaging effects of colouring and perming.
in reverse order – в обратен ред
Drive down to where I am, then start reversing.
It's clear that our priorities need to be reversed.
The image on the screen was reversed and upside down.
Many of the former administration's policies were reversed by the new president.
As I approached the house a car reversed out of the driveway and sped off down the road.
It may take a century or two to reverse the damage done by pollution - да заличат щетите
truly effective in reversing the downward spirals of primary and family diseases
It's all grounded in the tenets of biology – основано на постулатите на / заземен/ наказан
Our newest brain, our Homo sapien brain, our neocortex, corresponds with

the "what" level. The neocortex is responsible for all of our rational and
analytical thought and language. The middle two sections make up our
limbic brains, and our limbic brains are responsible for all of our
feelings, like trust and loyalty. It's also responsible for all human
behavior, all decision-making, and it has no capacity for language.
tan‧gi‧ble /ˈtændʒəbəl/ adjective
1 clear enough or definite enough to be easily seen or noticed OPP intangible
The scheme must have tangible benefits for the unemployed.
tangible evidence/proof - конкретни доказателства
He has no tangible evidence of John’s guilt.
2 → tangible assets/property - материални активи
3 technical if something is tangible, you can touch or feel it - осезаемо
The silence of the countryside was almost tangible.
The discussions produced no tangible results.
Sometimes you can give somebody all the facts and figures, and they say,
"I know what all the facts and details say, but it just doesn't feel right." Why
would we use that verb, it doesn't "feel" right? Because the part of the brain
that controls decision-making doesn't control language. The best we can
muster up is, "I don't know. It just doesn't feel right." Or sometimes you say
you're leading with your heart or soul.
Have you discovered the cause, the purpose, the belief that is driving you?
Do you work for it with blood and sweat and tears?
But why is it important to attract those who believe what you
believe? Something called the law of diffusion of innovation, if you don't
know the law, you know the terminology. The first 2.5% of our population are
our innovators. The next 13.5% of our population are our early adopters. The
next 34% are your early majority, your late majority and your laggards. The
only reason these people buy touch-tone phones is because you can't buy
rotary phones anymore
if you want mass-market success or mass-market acceptance of an

idea, you cannot have it until you achieve this tipping point between 15 and
18 percent market penetration, and then the system tips. I love asking
businesses, "What's your conversion on new business?" They love to tell
you, "It's about 10 percent," proudly. Well, you can trip over 10% of the
customers. We all have about 10% who just "get it." That's how we describe
them, right? That's like that gut feeling, "Oh, they just get it."
the technology was substandard
Have you ever stood in line for six hours?
When TiVo launched their product, they told us all what they had. They said,
"We have a product that pauses live TV, skips commercials, rewinds live TV
and memorizes your viewing habits without you even asking." And the
cynical majority said, "We don't believe you. We don't need it. We don't like
it. You're scaring us."
What if they had said, "If you're the kind of person who likes to have total
control over every aspect of your life, boy, do we have a product for you. It
pauses live TV, skips commercials, memorizes your viewing habits, etc."
And lo and behold – и ей ги на
Dr. King believed that there are two types of laws in this world: those that
are made by a higher authority and those that are made by men. And not
until all the laws that are made by men are consistent with the laws made
by the higher authority will we live in a just world. It just so happened that
the Civil Rights Movement was the perfect thing to help him bring his cause
to life. We followed, not for him, but for ourselves. By the way, he gave the
"I have a dream" speech, not the "I have a plan" speech.
What did he say about politicians at the end?

What is the common denominator in the 3 examples he is giving in the
beginning?
03:04 What is a wrong marketing strategy?
What examples does he give for companies with not so polished marketing
strategies?
Why is the discovery that the limbic brains are responsible for all of our
feelings, like trust and loyalty and it has no capacity for language important
for us?
What’s the story of Samuel Pierpont Langley? What was he blessed with?
What did he miss?
How about Orville and Wilbur Wright? How did they have to fund their
project?
What happened on December 17th, 1903?
What could have prevented TiVo ‘s failure?
How was the publicity event of Dr. King organized?
How big was his audience? Why did people attend the event?
What does this quote mean?
Dr. King believed that there are two types of laws in this world: those that are made by a
higher authority and those that are made by men. And not until all the laws that are
made by men are consistent with the laws made by the higher authority will we live in a
just world.

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Start with Why - Simon Sinek

pre-civil rights America

better qualified, better funded

profoundly changed my view on how I thought the world

it's the complete opposite to everyone else.

USP – unique selling point

We go from the clearest thing to the fuzziest thing

believe in challenging the status quo

I reversed the order of the information

Bob reversed into a parking space - its driver reverses, they go backwards

Reverse the paper in the printer.

His policies had reversed the decline in the economy.

We cannot reverse the ageing process.

reverse the effects of something

in reverse order – в обратен ред

Drive down to where I am, then start reversing.

It's clear that our priorities need to be reversed.

As I approached the house a car reversed out of the driveway and sped off down the road.

truly effective in reversing the downward spirals of primary and family diseases

Our newest brain, our Homo sapien brain, our neocortex, corresponds with

The scheme must have tangible benefits for the unemployed.

tangible evidence/proof - конкретни доказателства

He has no tangible evidence of John’s guilt.

2 → tangible assets/property - материални активи

3 technical if something is tangible, you can touch or feel it - осезаемо

The silence of the countryside was almost tangible.

if you want mass-market success or mass-market acceptance of an

the technology was substandard

Have you ever stood in line for six hours?

And lo and behold – и ей ги на

What did he say about politicians at the end?

03:04 What is a wrong marketing strategy?

What happened on December 17th, 1903?

What could have prevented TiVo ‘s failure?

How was the publicity event of Dr. King organized?

What does this quote mean?

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