Gözde Yeşiltaş's Key Ideas from Know Your Why
by Simon Sinek

Short-term tactics (discounts, fear, pressure) manipulate behavior.

True leadership inspires, ignites belief, and sustains long-term growth.

Real-World Example:

Apple communicates WHY they do what they do—innovation, challenging the status quo—not just what they sell.

People follow those who lead with authenticity.

Trust develops when people believe you’re consistent in your WHY.

Quote:

“Trust emerges when we sense that another person or organization is driven by things other than their own self-gain.”

The limbic brain (feelings, decisions) responds to why.

The neocortex (logic, language) processes what and how.

This explains why we often “feel” a decision before we can articulate it.

Great leaders create followers, not just customers.

Their why becomes a rallying call that attracts others who share that belief.

Inspiration from history:

Martin Luther King Jr., the Wright Brothers, and Steve Jobs all had a clear WHY that inspired movements.

Your WHY must be consistent across your words, actions, and decisions.

It should be authentic, actionable, and deeply rooted.

Daily Practice:

Start each day by reconnecting with your why. Use it to guide choices, motivate teams, and shape your message.