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Don't start with why. Start with who

"Don't start with why. Start with who."


I am a big fan of Simon Sinek but his remarkably famous 'Golden Circle' model is missing one absolutely critical thing.


Sinek says “Every single person, every single organization on the planet knows WHAT they do, 100%.


Some know HOW they do it [ ] but very, very few people or organizations know WHY they do what they do."


In my experience even fewer still know WHO they do it with & for.


WHO is the inner most circle! WHY is great for inspiration, guidance, alignment but it doesn’t build trust & trust is the foundation of all high performing teams.


One of the fastest ways I know to build trust is to unpack WHO the leadership team is inside and outside of work. Successes & strengths, fears & failures, loves & loathes. All are part of your WHO.


This is often a deeply moving & powerful experience for all. Authenticity, vulnerability and courage are required.


Don’t get me wrong. WHY is super important, but not sufficient to guarantee high performance. WHO is so often the missing link.