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Libro: STAR WITH WHY -How great leaders inspire everyone to take action-

Author: Simon Sinek

Studies show that over 80 percent of Americans do not have their dream job

Typical manipulations include: dropping the price, running a promotion, using fear, peer pressure or aspirational messages and promising innovation to influence behavior

The price you pay for the money you make

WHAT: every single Company on the planet knows WHAT they do. Whats are easy to identify

HOW: is often given to explain how something is different or better.

WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don’t mean to make money –That`s a result. By WHY I mean waht is your purpose, cause or belief? WHY does your Company exist? WHY do you get out of bed every morning? And WHY should anyone care?

When we communicate from the outside in, when we communicate WHAT we do first, yes, people can understand vast amounts of complicated information, like facts and features, but it does not drive behavior. But when we communicate from the inside out, we´re talking directly to the part of the brain that controls decision-making, and our language part of the brain allows us to rationalize those decisions.

All the trend data shows that people prefer to do business with authentic brands.

What does belief have to do with a sales job? Simple. When salesmen actually believe in the thing they are selling, then the words that come out of their mouths are authentic.

If you don’t know WHY, you can´t know HOW

Leaders need a following

The employee Is simple a bad fit and likely to work only for self-gain without consideration for the greater good. But if those inside the organization are a good fit, the opportunity to “go the extra mile” to explore, to invent, to innovate, to advance and, more importantly, to do so again and again and again, increases dramtically. Only with mutual trust can an organization become great

This is the root of passion. Passion comes from feeling like you are a part of somehting that you believe in, something bigger than yourself. If people do not trust that a Company is organized to advance the WHY, then the passion is diluted.

All companies have to start with WHY, even the Real Estate Agency, it doesn’t matter if you consider your company as tradicional, modern, start up… it is necessary to start with WHY, this way your clients and your agents can understand the real reason of your company. Think about it, and start with WHY