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Simon Sinek: If You Don't Understand People, You Don't Understand Business

May 30, 2021
Over the next few days you'll probably hear a lot about how to design better, how to execute better, how you consider your customers or the end user when you do what you need to do, and I'd like to add another one. Checklist item to consider as you sit here for the next two days: How can you help the human race? How can you help the human race? for the human species to progress. I'm not kidding either. This is something I think we all have to do. Keep in mind that at the end of the day, the human animal is a social animal and our survival depends on our ability to form communities to form cultures.
simon sinek if you don t understand people you don t understand business
What is a community? What is a culture? It is a group of

people

with a common set of values ​​and beliefs. what is a country is a group of

people

with a common set of values ​​and beliefs what is a company should be a group of people with a common set of values ​​and beliefs when we are surrounded by people who believe what we believe something extraordinary happens Trust arises and make no mistake, trust as a feeling, a clearly human feeling, you know that we all have friends, we are complete disasters and yet we trust them, right?
simon sinek if you don t understand people you don t understand business

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simon sinek if you don t understand people you don t understand business...

Confidence is not a checklist, you simply do everything you say you are going to do. Doing that doesn't mean people will inherently trust you, it just means that you are trustworthy, we need trust, right, we need trust when we are surrounded by people who believe what we believe and trust starts to arise and we trust them and they trust us we are more willing to take risks we are more willing to experience what requires failure we are more willing to explore and go somewhere no one has gone before with the confidence that if we fail if we stumble if we turn our backs, those within Our community, those we trust and who trust us, will take care of us while we are away, pick us up when we fall, help us when we are hurt, our survival depends on it.
simon sinek if you don t understand people you don t understand business
We're not good at everything, we're not good alone, you know, if I send you to fight a Sabertooth, bye-bye, the odds are Tiger one, zero, you won't do very well, but if you go out as a group. We are pretty amazing and the reason is that we all have our strengths and we all have certain weaknesses and the goal is not to fix your weaknesses, the goal is to amplify your strengths and surround yourself with people who can do what you need. you can't do it, but it's not just based on skills, an application and experience, it's based on what you believe, it's based on what you think you see, just being good at something and having someone else be good at what you You're not good.
simon sinek if you don t understand people you don t understand business
It does not mean that you will trust each other, the sense of trust comes from the sense of common values ​​and beliefs. May I try it on. How many of you are from New York? Well, are they friends with everyone in New York? Why not? Why not? but when you go to Los Angeles and you meet someone from New York you say, hey, I'm from New York and you're best friends, and when you go to France you're on the subway in Paris minding your own

business

. and you hear an American actor behind you and you turn around and say, hey, where are you from?
They say that Los Angeles, you're like, hey, I'm from New York and you're best friends, because when you're surrounded by people who don't believe what you believe when you're in a strange environment where you don't feel comfortable you look for someone who can share some of the same values ​​and beliefs that you have and you begin to form a very real and very intense relationship. bond with them simply because you know they have a basic

understand

ing of how you grew up, of the things that matter to you about the life you live at home, the same thing happens when we go to work, do we want to go to work? with people who

understand

us who believe what we believe they have a similar vision of the world that has nothing to do with their opinions and the differences we share that's good that's called diversity that's called advantages for solving problems that we can all look see the same thing from a different angle and propose solutions.
What I'm talking about is, why should you help each other in the first place? What are you looking for now? The question is what creates that sense of values ​​and beliefs. creates that sense of trust just our very human instinct we know how to find people who believe what we believe our survival depends on it we are biologically endowed with this idea if I ask you to go out on the street eat and find all the people who believe what we believe They think you know exactly what to do, you're going to strike up conversations, you're going to start talking to people and you're going to have a good feeling about them or you're not going to have chemistry, whatever that means or not, sometimes it's fast, sometimes it's slow, but We know how to do it, it's called making friends, it's called dating, it's called networking, we have the innate ability to do it, the problem is that it's not scalable, the problem is that you're the only one who had that feeling, but if you know the symbols what you should look for, if you know how to see the things that people do and, by seeing that, you can find them if I tell you to go out on the street and find all the people who wear red hats it's easy there is one there is one there is one there is one there a dress are easy to spot simply because they have a symbol they have something they give off that says something about who they are and what they believe in when you're standing on the Paris metro, that American accent you heard was a symbol, it was a sign that you don't know to these people and yet you trust them, they will save you, guys, you have to go to this restaurant and you will go.
Okay, you're going to that restaurant because they told you to. What if you were walking down the street at a stranger's house? But hey, you have to go to this restaurant. You'd be like a nut, right? You'd ignore them. this is what Trust does, this is why we don't research everything, we don't need access to all the information, let's say you want to buy a new TV, so research all the consumer reports, look it up all right, I know that. I'm going to buy, I know what I'm going to do, I'm going to buy the LG, it's the best on the market, I can't wait to get it set up right, that's what you've decided to do this weekend that Friday night.
You go to a friend's house, your friend, the gadget guy, the guy who has the first thing in everything, and you go to his house and you can't wait to show up and share with him what you're going to do with all your research. and he says I'm going to buy the new LG and he says no, man, buy the Sony, it's so much better at that instant, or it's completely changed all your research and you're going to have to go back and do everything. the research is right again, should I trust him, should I believe him or did you just buy a Sony, all that marketing, all that research thrown down the drain doesn't matter because the person you trust, the person in your community, I he said it.
You say you should get the Sony and you trust it. He knows more than you. He must be right. I trust him. I don't have to know everything again. You are walking down the street. Suddenly you bumped into someone and they told you where. You're going? So I'm going to Best Buy to buy the new LG. They go, they won't buy the new LG. I know all about these things. Get the Sony nut. You're going to ignore the person we don't trust at all. We trust the people in our community, but you have to know what to look for, just like I said before, when you find the people in the red hats, every piece of communication we make, sorry, every simple piece of every decision we make in our lives. . a piece of communication every decision we make in our lives as individuals or as organizations is a piece of communication it is our way of saying something about who we are and what we believe that is why authenticity matters that is why you have to say and do things the ones you really believe in because the things you say and do are symbols of who you are and we look for those symbols so we can find people who believe what we believe, our survival depends on it so if you are posting false symbols you will.
Attract people to those symbols but you won't be able to build trust in them. This is what Tiger Woods did to us, he lied, he lied, he told us what he thought we wanted to hear and it was great and it appealed to us and all of us who liked that idea of ​​the good guy were attracted to it until we found out it was a lie. He could have been the bad boy of golf. He could have had the same endorsements and had a fantastic career. and he has still been hailed as one of the great athletes of our day, but he didn't, he chose to lie, good luck, building trust again, tiger, we don't believe you, we don't trust you, the goal of publishing something if you say it that you believe and do what you believe you will attract people who believe what you believe if you go with one of your friends and tell one of your friends how you would like me to dress so that you like more how Do you want me to address you?
How do you want me to talk so you like me more? Well, your friends will look at you. Be like what are you talking about? Come on, come on, come on, what should I wear for you? You will find me more attractive and how would you like me to talk to you so that you like me more? and your friends will tell you just be yourself, that's why I like you. I'm not just yourself. Now think about what. we do in the industry what we do we do market research and we go out and ask customers what kind of things in what way what style should we talk to them how should we decorate ourselves what kind of things are they attracted to so they can do those things do you like us more? it's just as ridiculous it's just as ridiculous organizations should say and do the things they really believe and they will attract people who believe what they believe or they can choose to lie and at the slightest hint that it might be a lie, cynicism sets in and People start saying, "I'm not sure I can trust these guys because there's not a lot of consistency in all the things they say and do, which means they can't have a very strong set of beliefs or not." You are lying to me and we call them inauthentic.
The whole process of asking other people who we should be is inauthentic. That's very funny to me. All these positioning studies that we do are inherent. We are going to do a study to find out from people so we can. be more authentic, that's funny, say and do what you really believe and the symbols you put up, the things you say and the things you do, those red hats are ways people can find you, what you have the ability to do as designers is to create those symbols and allow people to use those things to say something about who they are.
Work for companies. Work for clients. Work for people who believe in what they believe, show up and feel part of something bigger than yourself and your part is to express what they believe. into pictures, words, symbols, and graphics so that other people can use those things to say something about who they are. People put Harley-Davidson logos on their bodies to say something about who they are. The corporate logo does not have any Procter & Gamble tattooed on it. anyone is there because Harley means something, they represent something, people put that tattoo there to not tell you that they have a motorcycle, they put that tattoo there to tell you something about themselves.
Have you ever seen someone with a Mac laptop put a sticker on it? that beautiful shiny Apple is never going to happen, so how will you know who I am? Have you ever seen someone with a PC take out the Windex to clean their computer? Mac. Have you ever seen a dirty Mac? Does not exist. They exist because it is Who I am These are symbols that we use companies that are very clear and what they believe and their discipline and how they do it are consistent in what they do and everything they say and everything they do serves as a symbol of the set of values ​​and beliefs we use those symbols to say something about who we are, we surround ourselves with people, products and brands that say something about who we are and when we can find people who believe what we believe.
We feel strangely attracted to them because our survival depends on it, we need it and therefore the more you can give of yourself, the more you can give than you think, the more you can discipline with discipline, say and blue, and do the things things you really believe in. Strange things start to happen differently than that, like in that Paris Metro, simply because of a little symbol that was put there that we are from the same place, we can have the same values, we can have the same beliefs that attract us. with each other and we legitimately trust each other and most importantly we will take care of each other and that is the key to all of this, we go to work every day and we sit in front of our computers and we we sit at our desks and solve problems by sending emails get up and go talk to someone.
It's called human interaction and it's a beautiful, beautiful thing. I'll tell you a quick story. I was on a plane about a week ago, actually just a week ago and I was. coming down the aisle and my seatmate I guess you know my partner for the next five hours was already sitting, she was in the aisle and I had the window seat and you know we've all had this experience where you you are the indicated one. Who gets there first and you look down and hope it's that one, please, you know,You pray that she becomes your seatmate.
I've had many fantasies about wives and girlfriends, you who never sat next to me, you know it's better than an icebreaker right hello right sitting next to you and we've also seen people come down the hall saying please don't sit next to me please in submission please know that we have all done well she completely ignored me so I could only assume that she was praying that I would not sit next to her, somehow I think she was hoping that no one would sit next to her side, so you know how it is, we've all been on airplanes, you travel and you go to the aisle and custom dictates, you know, in general. politeness that the person looks up to you and says you're sitting here you know he didn't, he completely ignored me he had his face in his book and put my bag in the overhead compartment he still ignored me to the point where I had to say Excuse me , I'm sitting there and she reluctantly moved towards her, she didn't stand up, but she reluctantly moved her legs to the side and went to the right as if this was something she didn't expect to happen well, so I sat down.
I knew exactly what this flight was going to be like, I would have my headphones on for five hours and I would ignore the person sitting next to me and I would be afraid every time I had to go to the bathroom because I had to go to the bathroom and when I'm on a plane the pressure is higher. It's often very embarrassing and then you're how I feel as soon as I get out I have to go immediately again I'm going to get a bladder infection because anyway the story is different and then we get on the flight and we reach a certain altitude and the stewardess came up to ask us if we wanted breakfast and approached us and said: would you like cereal?
Would you like the omelet? She told me and I told her: I'll have the cereal and she turns to my sweet companion and the mites harm my seatmate, that's funny, semi sweet, bitter, she turns to my seatmate and says: Do you want the tortilla or do you want the cereal? and she says, I'll drink too. the cereal two cereals four minutes later the flight attendant comes back and says I only have one cereal so now I have already decided in my mind that I was going to tell my seatmate you have the cereal right, that's how it was, I had already decided but before that the words could come out of my mouth, she turns to the stewardess and says: I will have the cereal and at that moment I hated her and here's the joke: she lacks the spirit of generosity, no matter what option she would have chosen, she would do it.
She would have gotten the cereal for one person if she had waited three seconds and heard that she was about to offer it to him. She would have gotten the cereal right if she had to eat it. She could have turned to me and said, do you want to? I care if I have the cereal and she would have said go ahead, of course, she couldn't even apologize. I told him thank you. Very sorry. Allergy to eggs. Can I eat this cereal? In other words, it doesn't matter what she chooses. She chose that she would have bought the cereal, but the only option she chose was to adopt a selfish perspective to go after what she wanted and ignore the wants or needs of anyone around her, including even being polite;
In other words, she had none. to give me the cereal, she could have been polite about it right now, from then on I really hated her and wrote an article about this little experience while I was on the plane sitting next to her and made no attempt to turn the screen. so she couldn't read it secretly hoping it was gray hair glasses I'm fine thank you and more importantly now I didn't feel like doing anything for her now when we finished when when the flight landed maybe like a good person, if she had established some kind relationship with me just because I'm a good guy, I would have taken his case here, you know, but I didn't and I wasn't going to do it or else Wouldn't it have been in a spirit of generosity?
If she had, she would have been like some kind of smug comment like hmm, there you go, I'm still nice. She would have been like one of those offers, you know, or me. She would have done it simply as a kind of positive reinforcement to myself that despite this horrible person I am still a good guy, no matter what would have motivated me to close that case, she would not have been in a spirit of generosity. It would have been some kind of selfish act or some kind of aggressive act true, it is the spirit of generosity if we are willing to give to the person next to us it is amazing what they will be willing to give us over and over again our All survival depends on this.
We need to trust each other. We are more willing to trust someone who is willing to help us. I hate the whole self-help industry. How can you be happy? What are the five steps you can follow to be a millionaire? What are the seven steps you need to get the career you want? You know me, me, me, me, me, me, me. How about you help the boy next to you? What are five steps you can take to help the person next to you lose? some what are the seven steps you can follow to help the next person find the job they want.
Do you know how we get satisfaction? you can be happy because you did things at work you can be proud because you did things at work You can be excited because you had great success at work, but you know how fulfilled you feel at work when you do something for someone else. It's the only way to have that feeling. It's the only way to have that feeling. You know why the statistics say that. more than 90% of people are not satisfied with the work they do it is not because of the work it is not because of the salary it is not because of the benefits it is because we no longer help each other we sit in our cubes and work and whatever That we turn to someone is because we need something, we need to get something and yet we do not put ourselves out there simply for the sole reason of helping someone else, you are not generosity, it is generosity is doing something for someone.
But without expecting anything in return, at no time did I do anything for him, why doesn't he help me? It's not an equation, it's designed to help you feel good and Mother Nature has given us this feeling when we do something for someone else to cheer us up. do it because when we are in groups when we are surrounded by people who believe what we believe, trust arises and our survival and progress increases, sex feels good, that's why we do it and mother nature has provided that it feels good so that we can do it more so we can procreate, that wasn't an accident, well the same thing happens here, that feeling of fulfillment we get was designed for us to do it more, so not only will we procreate but we will create strong ones. senses of ties and cultures between them I did a little experiment with them with a homeless person it's not like in them it's not like electrodes with them they voluntarily help me because the whole idea of ​​giving you the right you will walk down the street and We've all seen someone begging and whether or not we have thrown a few pennies into your cup, when we do it we feel good, we buy into that feeling that it is a legitimate

business

transaction, we know that business transactions are defined as the exchange of consideration, there was an exchange of consideration here you gave money you got the feeling of goodwill you paid for that feeling if you didn't give money you don't feel anything or you feel bad you can't feel good by not giving all the right things you paid for that feeling then Now the question is how does that person encourage us to tell the joke?
Do they act like all the corporations in the world? They talk about themselves. Mee Mee Mee Mee Mee Mee Mee, like they're sitting there with their little outdoor billboard and it says I'm homeless I'm hungry I have 12 kids I'm a veteran God bless them they've got it all They're trying to get someone the religious vote the veteran vote you know the child sympathizer surround yourself with lots of pets go for that too, all in an attempt to get something from someone who takes, not gives, all about me, well what corporations do? We've added more RAM, we've added more ROM, we've added more speed, this is number one. the biggest we are the best we have been around since 1969 we are better than them we are faster than them we are more efficient than that me me me me me me me me me and so on, even if we buy their product guess a lot what man we are going to feel, so I did this little experiment.
I found a nice homeless lady on the streets of New York who was willing to help and I learned that from her sign, which was pretty typical, I am homeless. I'm hungry, but she makes 20 to 30 dollars a day, you know, for a day's work, eight to ten hours sitting there selling goodwill products. From 8 to 10 hours she will earn 20 to 30 dollars. $30 is considered a good day. I changed. Her sign and her new sign made her $40 in two hours and then she was gone. One of the reasons she is homeless is because she decided that she only needs 20 to 30 dollars a day to live.
If she had stayed, she would have made $150. The point is. She made 40 dollars in two hours where the signs say if you only give once a month please think of me next time, it has nothing to do with who receives, it has everything to do with who gives and what the objections are. that people give. when they don't give, I can't give to everyone, how do I know they really need it? That's why I address both concerns. I know you can't reach everyone, so if you only give once a month, my cause is legitimate. I'll still be here when you're ready to give 40 bucks two hours make it for them, not you the fact is 100 percent of customers are people and 100 percent of customers are people and 100 percent of employees are people.
I don't care how good your product is I don't care about your marketing I don't care how good your design is if you don't understand people you don't understand business we are social animals we are human beings and our survival depends on our ability to form caring relationships. trust. We could have had this conference online. I could have given the same talk sitting behind my computer. We could all turn on our WebEx. We have all sat in front of our terminals. exactly the same information would have been the same no I'm not there there's something strange about human interaction right we can't build trust without you feeling what I say but in fact you wouldn't be able to build trust without it just by being here we all say what same as you could have everyone for two days absolutely boring abysmal speakers boring boring boring right, we've all been to those maybe a shining star like him I like, you know, and what do we say when we leave the The speaker sucked, but I'm glad having gone because I met excellent people.
This is what the conference is about. You didn't show up because you're in an industry, you showed up because you had a common set of values ​​and beliefs. a million design conferences you have to take time out of your day you have to pay money it's called sacrifice it's called payment it's called risk but you're here simply because you know something about each other when you go out on the street in an area where you don't belong, where you're not around people who believe what you believe and you see someone with the same badge as you and you haven't met them yet, you're going to say, "hey, why are they just as much of a stranger as anyone else in the world?" the street, but because they have that little symbol that says, "I believe in what you believe, I'm a little like you, we can form a bond very quickly and instantly you do, it's called human beings." Have you ever seen Deadliest Catch on Discovery Channel?
One night I scrolled through two channels and Deadliest Catch came on and in this episode they just randomly were in a big storm now for those of you who don't know Deadliest Catch they take. These crabbing boats at sea from Bering, which is terrible, they put cameras on them and we take a good look. The reason I think it's important is because these crab fishermen have, I believe, one of the 5 deadliest jobs in the world. I don't know the exact number, but dozens of fishermen die each year doing this. Apparently we find it entertaining, but in reality it is so that they only have cameras on five or six of the boats, even though there are many boats that go. they go out fishing every season and they don't really go near each other because they know the huge oceans and they usually sabotage each other and give each other false information because they're all competitors, they're all out to catch crabs and you know, make sure they find them, someone But don't do it and yes, it's a business, right, it's just a business, it's okay, we all do the same thing in our own companies and in this episode this big storm was so violent that they had to bring all the pots that are the cages big ones where they catch the crabs and they bring all the pots back to the boat and wait for the storm to pass and by pure luck one of the boats that had cameras was near a boat that didn't have cameras and they filmed that they had secured all their pots in the deck and they started filming the other boat and they filmed a guy climbing on the outside of the cage securing the pots and all of a sudden a huge wave hits the side of the boat and the guy is no longer there and the people on the boat with the camera starts shouting Man overboard Man overboard Man overboard and they turned our boat towardswhere they think it could be.
It's a stranger they don't know. The crew of the other boat does not know him and yet they react and turn towards him and find him in the drink and for those who do not understand how dangerous this is if the water is so cold that if you are in the water because I think which is a minute or a minute and thirty, you will get hypothermia and you will die and they approach him and he screams, don't let me die, no. let me die and they take him on board, not out of the forest, but they take off his clothes because It's wet and cold and they wrap him in blankets to prevent hyperthermia from setting in and he survives and it's overwhelming and the captain comes down and this is a long one, you can go watch it on TV, the camera appears, the captain comes down and hugs this stranger, This young man, his competitor, hugs this guy, if he is his own son.
I lost it, everyone is crying and you realize that what happened here was a human interaction and the reason they risk their own lives to help this other person even though they spend every other day trying to get ahead and sabotaging It's because at the end of the day they're all crab fishermen and they know something about each other and they know something about the risk they're all taking by doing this and when the time comes they'll go out of their way to help each other for no other reason than to get there. there in the same way.
I promise you that all members. of that team that day went home with a feeling of satisfaction. I promise you that every person on that team that day felt more good in their hearts and in their jobs than the richest day they have ever had. My question is: what are you doing? doing to help the person next to you, don't you want to wake up and go to work for the sole reason that you can do something nice for someone else when you want them to do it for you? Thank you so much

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