This TED talk is some thing extraordinary that I ever heard till date but it is still thought provoking and inspiring. Here Mr. Simon Sinek starts his speech by saying 'Some people like Martin Luther King and Wright brothers are more successful people than any of their contemporaries- who might have got even better talents and qualifications; so "what makes these people different from others?". Then he gives an example; why apple is more innovative than all their competitors? Yet Apple has the same accessories, agencies, etc like any other computer company. Then he talks again about Maritin Luther King and the Wright brother and he questions "what makes these people or organizations more successful than others?"
Then he discloses his discovery about the success of people, i.e., Golden circles. This Golden circle consists of three circles each one in a concentric manner. The inner circle is WHY, next one is HOW and the outer circle is WHAT.
The difference between Apple and the other companies is that they don't start from outside and end up in inside but they start from inside and end up outside. In other words the successful people or organizations will not say WHAT are the advantages of the product or HOW the product can be used and most often they don't tell WHY it is needed. But a successful person or organization will first tell WHY they have made it and then HOW it can be used and finally WHAT if you have it. This causes people to buy their products.
He compares these three circles to our brain, the central one and the middle one are compared to the feeling of the brain and the outer circle to the reasoning of the brain. So if any one needs to buy or to follow, one needs to feel and then only he will reason and buy it.
He says it's the same with the people also. If a person starts a project along with other people, he can be successful only when the feeling of his workers or hired people is the same as his. In this context he quotes about 'Wright brothers'. These two people do not have any funding or proper education but have very strong feelings. These feelings made them achieve success by helping them to design the first flying machine.
Mr. Simon Sinek emphases that the innovator will do the things 'what they believe in', because people buy "what you do" based on "why you do it".