Is it important who we believe and what do we think?

Simon Sinek

 People do not care about the products, their design, and marketing – it is very important for them to find a way, how to show their beliefs and values. Customers, employees, and buyers – they are all people, so if someone does not understand people, they are not able to understand the business 

(Simon Sinec)


Organizations should follow their beliefs and use it when attracting those, who have the same ideas. If a person finds even the tiniest hint that a company could lie, he immediately starts to doubt about it and suspect it because there are no entity of words and actions.

We are often hearing questions how to improve a design, how to lead better, how to understand the clients better; however, Simon Sinek (the author of two books, best known for his effective model how to develop the leadership) raises a more important and provocative question – how to help people to make a progress?

This article is made according to expressed thoughts of Simon Sinek which are presented in a video that is submitted below. If you do not have a time to watch all the video you can read further.

People are dependent on the ability to create communities, groups of people, which have the same values and beliefs. According to Simon Sinek, every company should also be as a group of people which is unified with the same values and beliefs. All businessmen have to take a risk, experiment, and try new possibilities without any fear to be mistaken. Confidence is a very important component, which can help to develop person’s abilities. Sinek says that he has a clear attitude how to achieve it – “person has to be surrounded with people, who believes in the same things that you believe. Then the confidence will be created.”

Every person is different and they have more power to use all the strongest sides when working together. Different opinions, experiences, and skills crate a diversity, which helps to solve problems and to look to the same situation from different perspectives. But of course all these peculiarities have to be connected with trust and shared beliefs.

There rises a question how to create a feeling of trust? As S. Sinek says, trust is an innate instinct of a person and he should find other people who have similar beliefs. The only problem is that trust can not be measured and clearly seen, so we have to search for some kind of signs that would confirm our presentiments of person beliefs. Every decision is a way to show who we are and who we believe in, so it is very important to show our real values through our actions. And this is the only way to find people who can be trusted. Symbols that can be seen as giving false information are actions and words, which turn other people attention; however, it does not create trust.

All the same rules of communication should not be applied just in personal life but also in business. In order to prove it, Sinek gives two different examples of people behaviour. Firstly, try to imagine that you are asking your friend how you should dress, behave, and talk that he would like you more than he likes you now. There are no doubts that he will say “just be yourself”. It is strange because no one support this principle in business. Author is surprised and he thinks that it is nonsensical to make researches of market and try to find out what the client wants in order to get a good position in market and to become exclusive. Organizations should follow their beliefs and to attract people who have the same ideas. Person starts to doubt about the company and distrust it if he finds even the tiniest hint which can show that company can be lying.


As well as companies, people can also create symbols which reveal their attitude. Consumers want to show with the trademark to others, in what they believe, and what is important to them. We are using business messages in order to show that we are here, and people and products, which are surrounding us, can tell something about us.

Sinek highlights one more very important aspect, which is dignity and help to others. People tend to trust those who are ready to help us. “I hate all the help to yourself industry”, “How can I become happy?”, “What kind of five steps can help to become a millionaire?”, “What kind of 7 steps are to reach your desired career?”, “I, I, and I. And how about the people who are near us? What kind of five steps could help a man sitting next to you?”

A person can be happy with his work, can be excited about his achievements, however, in order to achieve the fulfilment it is very important to help others. The author gives a statistics, which show that even 90% of people are not feeling happy with their work. In his opinion, it is not for the nature of the work or salary, but the reason that people are not happy with their work is, that they do not communicate with others and do not try to help others.

For example, you can buy the fulfilment with the donation. A person buys a fulfilment and the feeling of dignity when donating. If you do not donate you can feel bad or even do not feel anything, and you never feel good. Homeless person often thinks about himself, when asking for charity with a sign in his hands that informs about his excruciating illness, starving children, or bad conditions of life. The attention is not paid to the benefactor. The author maid an experiment, he changed a typical table of alms pray to a different one with a sign that is oriented in a benefactor – “If you donate just one time per month, I am asking you to think about me the next time”. One homeless woman usually collected 20-30 dollars per day; however, when a sign was changed she collected even 40 dollars per two hours. This principle is successful in all spheres – divert the attention from yourself to a benefactor, visitor, buyer, client, and user. They are most important not you.


 We are social animals and our survival depends on the ability to create relationships that are based on trust. People do not care about the products, their design, and marketing – it is important to find ways how to show their beliefs and values. Clients, employees, and buyers – they are all people, so who does not understand people those are not able to understand a business.
Kristijonas Jakubsonas