Name: Simon Sinek: If You Don't Understand People, You Don't Understand Business
Uploaded: 2025-02-20T22:40:02.000Z
Duration: 30 min 41 s
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The comparative

Over the next couple of days, you'll probably hear a lot about how to make better design, how to execute better, how to consider your clients or the end user when you're doing what you have to do.

To-infinitive

And I'd like to add another item to the list to consider as you sit here for the next two days, which is how can you help the human race?

Modal verbs - A2

How can you help the human race, the human species, progress?

This is something I think we all have to be aware of.

At the end of the day, the human animal is a social animal, and our very survival depends on our ability to form communities, to form cultures.

It's a group of people with a common set of values and beliefs, right?

It's a group of people with a common set of values and beliefs.

It should be a group of people with a common set of values and beliefs.

When we're surrounded by people who believe what we believe, something remarkable happens.

And make no mistake of it, trust is a feeling, a distinctly human feeling.

We all have friends who are total screw-ups, and yet we still trust them, right?

Simply doing everything you say you're going to do does not mean people will inherently trust you.

When we're surrounded by people who believe what we believe, and trust starts to emerge and we trust them and they trust us, we're more willing to take risks.

We're more willing to experiment, which requires failure.

We're more willing to explore and go somewhere that no one has ever gone before with the confidence that if we fail, if we trip over, if we turn our backs, that those within our community, those who we trust and who trust us, will look after us while we're gone, will pick us up when we fall over, will help us when we're hurt.

You know, if I send you out to go fight a saber-toothed tiger by yourself, odds are tiger one, you zero.

But if you go out as a group, we're pretty damn amazing.

And the reason is is because we all have our strengths and we all have our certain weaknesses.

And the goal is not to fix your weaknesses.

The goal is to amplify your strengths and surround yourself with the people who can do what you can't do.

But it's not just based on skills and application and experience.

You see, simply being good at something and having somebody else being good at what you're doing is no good.

It does not mean you will trust each other.

Trust, the sense of trust comes from the sense of common values and common beliefs.

Are you friends with everybody in New York?

But when you go to Los Angeles and you meet someone from New York, you're like, hey, I'm from New York, and you're best friends.

And when you go to France, there you are in the Paris metro minding your own business, and you hear an American accent behind you, and you turn around, and you say, hey, where are you from?

You're like, hey, I'm from New York, and you're best friends.

Because when you're surrounded by people who don't believe what you believe, when you're in a strange environment where you don't feel comfortable, you look for anyone who may share some of the same values and beliefs that you have, and you start to form a very real and very intense bond with them, simply because you know that they have a basic understanding of how you grew up, of the things that you care about, of the life that you live back home.

Well, the same is true when we go to work.

Do we want to go to work with people who understand us, who believe what we believe, who have a similar view of the world that has nothing to do with their opinions and the differences that we share?

That's called advantages to problem solving, which is we can all look at the same thing from a different angle and come up with solutions.

What I'm talking about is why should you help each other in the first place?

Now the question is, what creates that sense of values and beliefs?

Our very human instinct, we know how to find people who believe what we believe.

We're biologically gifted with this idea.

If I ask you to go out in the street and find all the people who believe what you believe, you know exactly what to do.

And either you'll have a good feeling about them or you won't.

Either you'll have chemistry, whatever that means, or you don't.

Sometimes it's quick, sometimes it's slow, but we know how to do it.

The problem is you're the only one who had that gut feeling.

But if you know the symbols to look for, if you know how to see the things that people are doing and saying that you can find them, if I tell you to go out on the street and find all the people wearing red hats, it's easy.

There's one, there's one, there's one, there's one, there's one.

They're easy to spot simply because they have a symbol.

They have something they're giving off that says something about who they are and what they believe.

When you were standing on that Paris metro, that American accent that you heard was a symbol.

You don't know these people, and yet you trust them.

They will say to you, you guys have to go to this restaurant.

You'll go, okay, and you'll go to that restaurant because they told you to.

What if you were walking down the street and some stranger just says, hey, you've got to go to this restaurant?

This is why we don't research everything.

Let's say you want to go buy a new television.

You do all your research, consumer reports, look it all up.

That's what you've decided to do this weekend.

That Friday night, you go over to a friend's house, your friend, the gadget guy, the guy who has the first of everything.

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Simon Sinek: If You Don't Understand People, You Don't Understand Business

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