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Jessica Atkins 04/02/12 COMS 100B

Aristotle Paper: How Great Leaders Inspire Action Simon Sinek is an author, a marketing consultant, and a motivational speaker who helps leaders and organizations by teaching them how to inspire others. In his September 2009 speech entitled How Great Leaders Inspire Action, he discusses his method of how leaders should motivate individuals for the sake of their companies. The following paper will describe, analyze, and evaluate Sineks speech to further understand the purpose and impact of his message. Description How Great Leaders Inspire Action was presented in September of 2009. The convention in which it was held was provided by a non-profit organization known as TED, which stands for Technology, Entertainment, and Design, and is dedicated to sharing these particular ideas among the masses. (http://www.ted.com) Not only was this video presented before a live audience, it had also been posted as a video on the companys website which had received over 4 million views. (www.ted.com) The video allows us to see Simon Sinek and the environment in which he presented his speech. He is a tall white male who appeared to be in his mid-thirties with casually messy short brown hair. Despite the event, Sineks clothing was casual in nature. He had black-rimmed square-shaped glasses. He wore a long-sleeved, salmon-colored shirt with a collar, which was tucked into his blue jeans, yet unbuttoned on top. He had a

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noticeable silver watch on his left hand; the same hand he used to hold his microphone. With his right, he would use his hands to communicate throughout his speech to point, to draw, or to emphasize in other ways. There was nothing refined or grandiose about his appearance. Simply put, he looked like an Average Joe. He spoke in the center of a small stage which was a black floor platform. The platform not much higher than a stair-step from the audience to whom he was speaking, but it was wide enough for him to pace back and forth as he spoke. Behind him was a large red velvet curtain. To his far left, there was what appeared to be the corner powerpoint projected image upon a white background. It is not centered within the camera, and it was never in use throughout the entire speech. To his right, however; there was a massive sheet of papers that was propped up on a silver easel stand for the audience to see. This was his visual. It was upon the large blank white sheets of paper he used along with a black sharpie marker to illustrate the steps of different communication models such as The Golden Circle, which explained his method of leadership, and The Law of Diffusion of Innovation, where he explains the adoption process of the different groups of consumers. He would draw these diagrams as he talked and each diagram was a symbol of how each worked. Though his appearance seemed humble at first glance, he spoke very clearly and confidently. His voice was fairly deep and it echoed throughout the room as he spoke into the microphone. He made eye contact with several audience members, but never with the camera. In the beginning of his speech, he had asked why the innovators of their time were as successful as they were. To start, he had used Apple Computers as an example of an innovative computer company, and asked why they had been so much more successful

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than all the others who had made similar products. He had also asked why great orators, like Martin Luther King Jr., and inventors like the Wright Brothers, were so much more successful than all others fighting for causes similar to theirs. He concluded that they all communicate the same way and shows this through a model which he calls a golden circle which basically asks first and most importantly, what their motivation is, how they do it, then what the company actually produces. Sinek stated that The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe. (Sinek, www.ted.com) He had repeated this idea several times throughout his speech. He used pauses when mentioning historical figures Martin Luther King Jr. and the Wright Brothers as examples of people who led others because of their morals and values. Furthermore, he frequently repeated the idea of appealing to those who believe what you believe. In total, the speech was only eighteen minutes long. He concluded the speech with a powerful statement: Leaders hold a position of power or authority, but those who lead inspire us. Whether they're individuals or organizations, we follow those who lead, not because we have to, but because we want to. We follow those who lead, not for them, but for ourselves. And it's those who start with why that have the ability to inspire those around them or find others who inspire them. He thanked the audience and a round of applause followed afterward. Analysis Everything from his appearance to the environment in which he is speaking has a profound effect on the actual verbal message that Sinek relays to his audience. As we look more in depth at Sineks choice of words, the images and artifacts he shows to the

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audience, and the historical examples he uses, we can see how and why his delivery and style of speaking gives strength to claims that he makes about successful leadership within an organization. First, the speech begins with Sinek asking how and why others are able to achieve things that seem to defy all assumptions. This could easily cause the listener to think, but more than anything else, it sparks a curiosity among the listener; especially among an audience full of people wanting to start or improve a business. This is because it is a complex question that several other businessmen and women could be asking. Also, an intelligent question could have several answers which give a sense of mystery and anticipation right from the very beginning. Because of this, Sinek was able to successfully capture the attention of the audience. Next, after asking an intelligent question, he follows through by giving an answer. Sinek answers his question by claiming that in order to run a business successfully, a leader should first communicate what their motive is behind the product. He claims that rather than simply selling items or services for just a profit alone is not enough to lead a successful company. Instead, a leader can motivate others for a common cause, and it will generate loyalty and support from the people in return. Sinek often reiterated this idea in his speech; that people don't buy what you do; they buy why you do it. And if you talk about what you believe, you will attract those who believe what you believe. (Sinek, 4) Sinek was able to communicate this message effectively among the listener through his style of speaking. Along with the style in which he was speaking, the style in which Sinek had presented his visual elements throughout his speech had a profound effect on the overall

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quality of his message. For example, after making his claim, he continued to walk the audience through by providing a visual of his communication model he called The Golden Circle. His Golden Circle diagram was a simple yet effective method which showed how business leaders typically focus on what they sell, how they do it, and finally, why they exist. Sineks method suggested that innovative leaders should work backwards by first telling the audience why they exist, how they do it, and what they sell. As he illustrated this diagram, he mentioned that inspired leaders and the inspired organizations -- regardless of their size, regardless of their industry -- all think, act and communicate from the inside out.(Sinek, 1) He drew this on a large sheet of paper with a black marker as he talked, illustrating what to do step-by-step, so it was easy for the listener to follow his method. At first I thought that the visuals were crude and could have had more effort put into them since the speech he had given was at an important event for business people. It may sound strange at first, but the absence of slideshows and graphics helped his argument in a way by emphasizing the simplicity of his method. Now that I consider the style of his speech, I believe that he was trying to aim for simplicity, which was an excellent way for the audience to follow along; especially after asking such a perplexing question at the beginning. Furthermore, considering the idea of a simplistic message had made me think his physical appearance as well. As stated before, his attire was very casual despite the event. His humble average Joe appearance may have made his message more relatable, giving the audience the sense that anyone, despite their economic background, can run a successful campaign as long as they follow the method.

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When he starts talking more in depth about how leaders actually inspire action by motivating others, he repeats the idea of shared beliefs constantly throughout the speech. Some examples: Sinek stated that the goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe, and if you hire people who believe what you believe, they'll work for you with blood and sweat and tears, and also stated the goal is to do business with people who believe what you believe. (Sinek, 1-2) Delivering this message over and over again resonates in the listeners mind, so the audience is more likely to remember the claims that he tried to make. Furthermore, he insinuates that leaders who motivate others with a common goal or value will have a positive outcome. The appeal of working in unity with others for the same cause is an encouraging message. Lastly, Sinek argues that historic innovators use the same method of communication to motivate supporters for their cause. For example: he mentions how Apple is one of the most innovative companies of all time, though they sell the same kinds of media as many other computer companies. According to Sinek, Apple communicates to their audience like this: We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one? (Sinek, 2) Apple believes in challenging the status quo. This is their motive that appeals to customers and the people that work for the company. The reason why historically successful businesses, innovators, and orators are mentioned is because it suggests two main things: First, those leaders who inspire action by motivation have been incredibly successful and have even changed the world we live in. Second, it suggests to the listener

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that people who are willing to apply the same method of communication and leadership toward their target audience have the potential to change the world as well. It is as if he is saying to the listener that they can be the next Martin Luther King, the next Wright Brothers, or the next Apple if they seek out those who believe in their cause. Using historical references supports Sineks arguments and persuades the listener to follow through with his method. The purpose of this speech was to inspire a positive leadership role within an organization. To unite a business or a campaign with people striving for a common cause can prove to be very successful in the long run. Sinek makes this message very clear; his style of speaking was persuasive, motivating, and appealed to his audience in both a logical and an emotional style. His claim was memorable, and his style of speaking was also simple and easy to follow. The way he asked an intelligent question in the beginning and followed through with a simple answer, along with historical examples to affirm his claim made his message even more successful. Evaluation______________________________________________________________ Now that the purpose of Sineks speech has been identified, we must now consider the impact of the message. While explaining his Golden Circle method, he argues that the leaders of the most successful organizations are the ones who express their own beliefs and ideals. This is because they attract those who wholeheartedly believe the same things, so organization will have loyal customers and workers that are dedicated to the company. His argument is very effective because the strength in his argument lies in his ability to appeal to just about each and every audience member. The following sections explain the strengths of Sineks speech.

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Flexibility One of the biggest advantages that Sinek had within his argument was the flexibility of his message. He was able to connect with the audience by motivating them to find those who believed what they believed or rather, those who had the same morals and values as they did. This idea is left open for the audience to interpret since different people have different motives. He does not particularly mention what kind of morals or values one needs to have in order to lead successfully; he simply says the goal is to do business with people who believe what you believe. (Sinek, 1-2) Leaving his argument open to interpretation makes his message very flexible, perceptive, and allows him to demonstrate open-mindedness. This allows him to appeal to a wide range of people despite their differences in their values.

Simplicity Along with the ability to motivate just about anyone with a belief, the elements of Sineks speech are simple and easy to understand. He mentioned that the three steps in his model were Why, How, and What. (Sinek, 1) Each simply stated that a corporation should let the public know what their motive is, how they make their product or do their service, and then should state what they are selling lastly. The minimalistic style of his three-step Golden Circle model was easy for people to follow. A simple and straightforward message is generally easier to receive than a long and complicated one. Furthermore, when he mentioned more complex, logical examples as to how the Golden Circle correlates to the human brain, he continued to decode and simplify the message so the audience could follow along. He stated When we can communicate from the inside

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out, we're talking directly to the part of the brain that controls behavior, and then we allow people to rationalize it with the tangible things we say and do. This is where gut decisions come from. (Sinek, 2) This makes his argument valid, yet fairly uncomplicated.

Validity To support the validity of his argument, Sinek uses logical examples as to how his model for leadership works. Throughout his speech, he used historical examples of great leaders. Each example correlates to what one would find in an organization: he used Martin Luther King Jr. as an example of a leader of a political movement. He used the Wright Brothers as examples of inventors who did the impossible. He also used Apple as an example of an innovative corporation. While mentioning each reference, he mentioned how each one of them had appealed to those who shared the same sacred values as those around them. With such examples, the audience is able to believe that anything is possible when you collaborate with those who are motivated for the same cause.

Conclusion The purpose of Simon Sineks speech, How Great Leaders Inspire Action, was to initiate positive leadership roles within an organization. His main argument said that in order to have loyal customers, dedicated workers, and an overall successful business, one must share the same sacred values of the people that they want to influence. Leaving his message open to interpretation, simplistic, and his ability to prove validity in his argument made his speech appealing to a wide range of people. For those reasons, his

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speech was quite successful in having a profound impact on those seeking advice on how to become great leaders within their organizations.

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Cites and Sources Sinek, Simon. "How Great Leaders Inspire Action TED: Ideas Worth Spreading. TED.com, September. 2009. Web. 30 March. 2012. <http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html> TED.com. About TED. 2012. Web. 30 March 2012. <http://www.ted.com/pages/about>