Intro; Chapter 1 & 2 Start with the Why

Introduction: Why Start With Why?

I. Naturally occurring pattern of thinking

            A. Some leaders posses a natural ability to inspire those around them

            B. Everyone can learn to inspire

            C. Need to start with the right question to get the right answer

II. Natural born leaders/who inspire

            A. Wright brothers

            B. Jobs and Wozniak

            C. War protesters

            D. Martin Luther King

III. Great leaders vs. leaders of industry  

            A. Industrial leaders:

1. coercion

                        2. incentives

            B. Great leaders:

1. inspire people to act

2. think, communicate, and act alike

IV. Workforce of today

            A. 80% of people today are unhappy with current job

            B. How can we change that?

START WITH THE WHY

Chapter 1: Assume You Know

I. Nation Leaders

            A. Sound alike

            B. Different outcomes

            C. Assumptions

II. Success

            A. Decisions

            B. False assumptions prompt poor decisions

II. Foresight for making decisions

            A. American car executives

            B. Japanese car makers

Chapter 2: Carrots and Sticks

I. Manipulation vs. Inspiration

            A. Two ways to influence human behavior

            B. Effectiveness of manipulation

II. Price

            A. Effective way to sell more products

            B. Difficult to change

III. Promotions

            A. Effective

            B. Difficult to maintain end up losing in the end

            C. Success based on consumer response

IV. Fear

            A. Most powerful manipulation tool

            B. Biological drive to survive

            C. Used as public service announcements to get people to follow a code of ethics and laws

            D. Fear and consequences used to manipulate consumers

            E. Move consumers away from something horrible

V. Aspirations

            A. Attempt to have people move toward something desirable

            B. Prey on the weak: people who have poor self image/insecurity

C. Gym membership: people will buy through an aspiration but need inspiration to use 3 times a week

VI. Peer pressure

A. Useful due to individually we do not want to be the idiot who is not using what everyone else is using and supposedly having success

            B. Celebrities play a large role in peer pressure through endorsements

VII. Novelty

            A. Can attract attention and increase sales

            B. Impact only lasts until the next novel item comes out

C. Apple/ATT initial plan: changed the way cell phones and providers delivered service

VIII. The price you pay for the money you make

            A. Manipulations work but do not build loyalty

            B. Manipulations increase cost exponentially

            C. The gains are short term

D. Manipulations are regularly used in politics however, they do not create a foundation of leadership

E. Leadership is the ability to rally people for a for years not a single movement.

IX. Manipulations lead to transactions, not loyalty

A. Manipulations are effective for changing behavior that is required one time but not for returning costumers

            B. Manipulations are making Americans sick due to the stress levels

X. Just because it works does not make it right

            A. They have become the norm because they work in the short term

B. Manipulations, aspirations and fears are making systems weaker and weaker…they are not sustainable