The document outlines Simon Sinek's "Golden Circle" theory of how successful leaders communicate their message. The Golden Circle explains that leaders think from the inside out, starting with their purpose or "why", then their method or "how", and finally their product or "what". In contrast, most people communicate from the outside in, starting with "what" they do. This document uses examples like Apple and Martin Luther King Jr. to illustrate how clearly communicating one's purpose can inspire loyalty and drive success, even more than resources or skills alone.

1. Presentation of
Communication Skills
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2. Map of presentation
• Great leaders are different
• Example
• An eloquent speaker
• The Golden Circle
• The Golden Circle explained
• The Golden Circle: If Apple were ordinary
• The Golden Circle: The true way of Apple
• The difference
• Reasoning supporting this idea
• The emotional part of brain and
communication
• Gut feeling
• Wright brothers
• Recipe for success

3. • Sometimes things don’t go the way we thought they
will
• Some people are able to achieve things which are
against common logic and seem impossible to others
• Example:
• Apple is really innovative. They keep bringing new and
new product ideas. They’ve completely revolutionized
the world of mobile phones. What was once known as
simple mobile phone has become a smart phone,
capable of doing much more than before. An iPhone
has a very diverse functionality and a great amount of
features, processing power and has become one of
the symbols of the rich.
Great
leaders
are
different

4. Example Continued
• Year after year, they have brought new and new products.
They have proven themselves to be more innovative than the
rest of the competition in the market
• They are a computer company like everybody else, they’ve
similar resources(like talent, marketing space, advertising
techniques etc.) like everyone else, then what makes the so
different?
• This question arises, because of the circumstances, when we
try to explore this mystery. There’s no such thing as “luck” in
today’s competitive environment. Because luck can give you
victory once, but luck can never help you sustain a victory

5. • Martin Luther King Jr., an activist, a
humanitarian and the leader of African-
American civil rights movement. He used non-
violent civil disobedience in order to get
African-American their proper rights.
• He wasn’t the only African-America suffering in
an America without civil rights(the rights of
citizens to political and social freedom and
equality) for African-Americans
• He wasn’t the only public speaker at that time,
with great speaking skills. There were many
more, because America isn’t that small and
there were many African-Americans.
• Again that question arises, what made him
different.
An
eloquent
speaker

6. The Golden Circle
• Simon Sinek, an expert on Leadership, made a discovery in
2007. It changed his view of the world regarding how things
work and he worked
• He discovered that there’s a pattern of behavior that all the
great leaders and organizations of the world follow
• They all think, act and communicate in the same way. But
seeing the above examples, you have already seen that they
are different. So their behavior is also different from
everyone else.
• In fact it’s the complete opposite, Simon Sinek codified it to
what he calls “The Golden Circle”

7. The Golden Circle explained
• Everybody knows what they do, some people know
how they do it but very few people know why they
do it?
• By why, we mean not profit in case of apple, some
might say, that’s the result. Why means what
drove them to do it in the 1st place, their purpose
• The purpose, cause or belief that an organization
has to exist, a person has to get up in the morning
and a humanitarian has to care for others.

8. The Golden Circle explained
• Generally people start to think, act and
communicate from outermost part of the circle
to innermost part of the circle.
• They go from what is most clear to them to what
is most unclear to them. By that we mean they
start from what, then how and after that why,
but they are mostly unclear in addressing why
• But the great leaders think, act and
communicate from inside to outside. They can
do so because they are clear on why

9. The Golden Circle: If Apple were
ordinary
• If Apple were like everyone else, a
marketing message from them might
sound like this “We make great
computers, they’re beautifully
designed, simple to use, want to buy
one?”
• This is how majority of the people
communicate
• We say what we do, we say how we
are better than we expect some
desired behaviour

10. The Golden Circle: The true way of
Apple
• The real way of apple communicating
it’s message is
• Why=Everything that we do, we
believe in challenging the current way
of doing things, we believe in thinking
differently
• How=by making our products
beautifully designed and user-
friendly
• What=we just happen to make great
computers, want to buy one?

11. • The only thing different was reversing the
order of information and it made the
message more appealing
• It proves to us that people don’t buy what we
do, people buy why we do it. That’s why
people are comfortable buying not just
computers but mp3 player or a phone from
them
• There’s nothing that differentiates Apple
structurally from their rivals, they all have
same resources and have same capabilities
of making these products. In fact, they even
tried and failed. A popular example:
• Dell, as you all know a renowned computer
company, tried making mp3 players and
PDAs. They had the resources to make it
but they didn’t succeed
The
difference

12. Reasoning supporting this idea
• Gateway had been making flat-screen monitors from
years but yet when they made flat screen TV, nobody
bought one
• The main reason behind this is people buy why you do
it instead of what you do. Even human biology
supports it
• Our brain is divided into 3 main components
• the neo cortex deals with what level of golden circle.
It’s responsible for rational, analytical thinking and
language
• Middle two sections of brain are limbic brain, part of
brain responsible for feelings like trust, loyalty,
human behavior, decision making and lacks capacity
for language, they correspond to the why and how
level of golden circle

13. The emotional part of brain and communication
• When people communicate from outside in,
others will understand the large amount of
information provided, like features, benefits, facts
and figures
• But it won’t drive behavior
• When we communicate from inside out, then the
part that controls behavior and decisions is being
communicated with, then the listener develops
reasoning for the things that the speaker says
and does
• This area governs things like gut decisions and
6th sense, it’s when people think that something
feels off while buying or doing something, that’s
the part of the brain that’s acting. Not the heart

14. The gut feeling
• People think it feels off or just doesn’t feel right
• Sometimes, even if all the facts and figures are pointing
towards the opposite direction
• Sometimes people say that they are following their
heart
• But in reality heart doesn’t control behavior, it’s this part
of the brain, the limbic brain. The part which controls
decision making and not language. That is why people
can’t exactly put the feeling into exact words
• So if people don’t know purpose, they won’t act in the
desired manner or be loyal to other person

15. The wright brothers
• If you hire people if they can just do the job, they will
work for money but if you hire people for who believe
what you believe, they’ll work with their sweat and blood
• To understand this let’s talk about wright brothers. First
let’s understand Samuel Pierpont Langley, who was also
trying to invent a flying machine
• Back then everyone was trying to invent a flying
machine
• Everyone was putting their resources in trying to make
this invention
• Mr. Samuel Pierpont Langley had the recipe for success

16. The recipe for success
• Money was no problem. He held a seat at Harvard. He worked
at Smithsonian and was well connected with the greatest minds
of the world. He hired best of the best people. Everything was
in his favor. The new York times gave him much publicity, yet
no one has heard of him. Because he failed and didn’t truly
believed in making a flying machine, he wanted popularity.
• Wright brothers had no money and they paid for the invention
using the profits from bicycle shop. None of the people working
on the project had a college education. They were driven by a
cause, that if they figure this out, it would change the world.
• Here Langley’s nature was proven when he quit instead of trying
to improve the technology

17. Conclusion
1
• The Golden Circle explains how a leader thinks differently from other people
2
• The main thing driving the leader is his cause
3
• The main thing driving the followers of the leader is their support for the leader’s
cause.
4
• Their support makes them work as hard as the leader himself
5
• These kind of people bring about the greatest in those around them

18. THANK YOU