Risk & Business Magazine Gillons Insurance Summer 2019 Magazine - Page 17

WHY The Science Of WHY BY: SIMON​ S ​ INEK, AUTHOR & MOTIVATIONAL SPEAKER T he work world is tough: Wake up, go to work, deal with the boss (or if you are the boss, deal with everyone), make money (ideally to make more this year than last year), come home, manage personal life, go to bed, wake up, repeat. That's plenty to deal with every day. Why get fancy (and waste time) by trying to also understand why you do what you do? The answer to that question isn't fancy; it's simple. Discovering the WHY injects passion into our work. This is not a formula for success. There are many ways to be successful (by traditional metrics); however, the Golden Circle is a tool to help us achieve long-term, fulfilling success. THE GOLDEN CIRCLE Every organization—and every person’s career—operates on three levels, as shown in the illustration to the right: What we do, how we do it, and why we do it. We all know what we do: the products we sell, the services we offer, or the jobs we do. Some of us know how we do it: the things that we think make us different or stand out from the crowd. But very few of us can clearly articulate why we do what we do. The WHY is the purpose, cause, or belief that drives every organization and every person's individual career. Why does your company exist? Why did you get out of bed this morning? And why should anyone care? Companies that inspire, companies that command trust and loyalty over the long term, are the ones that make us feel we're accomplishing something bigger than just saving a buck. That feeling of alliance with something bigger is the reason we keep wearing the jersey of our hometown sports team even though they’ve missed the playoffs for 10 years and counting. It’s why some of us will always buy Apple products over other brands, even if Apple isn’t always the most affordable choice. Whether we like to admit it or not, we are not entirely rational beings. If we were, no one would ever fall in love and no one would ever start a business. Faced with an overwhelming chance of failure, no rational person would ever take either of those risks. But we do. Every day. Because how we feel about something or someone is more powerful than what we think about it or them. express in words. That’s the reason we so often resort to metaphors and analogies, like “our relationship feels like a train heading at high speed toward a rickety bridge” or “when I get to the office, I feel like a little kid on the playground again.” Even though communicating our feelings is hard, the payoff is big. When we align emotionally with our customers and clients, our connection is much stronger and more meaningful than any affiliation based on features and benefits. That’s what starting with WHY is all about. And here's the best part, this whole concept of WHY is grounded in the tenets of the biology of human decision making. How the Golden Circle works maps perfectly with how our brain works. There’s just one problem with feelings. They can be tremendously difficult to >> 17