IDEA 10 A PHENOMENON At the moment I started writing this article, the TED Talk ‘How great leaders inspire action’ had been viewed 44,433,426 times. I am sure it has been viewed many more times since then. I am equally sure the principles outline by Simon Sinek in this talk have been addressed by him […]

IDEA 10 A PHENOMENON At the moment I started writing this article, the TED Talk ‘How great leaders inspire action’ had been viewed 44,433,426 times. I am sure it has been viewed many more times since then. I am equally sure the principles outline by Simon Sinek in this talk have been addressed by him and many others have been viewed on video and read about in books by countless people attracted to by the idea of ‘Starting with the WHY’. Sinek has become a phenomenon, and what he lacks in substance and originality, he more than makes up in style and presentation. Not withstanding this faint praise, there is, in my view a great deal of merit in his suggestion that at the heart of a truly great business is a WHY, linked to a HOW and a WHAT: • WHY – does the organisation exist (previously called the…