Simon Sinek made a discovery on how to jump the innovation adoption gap. Actually, he discovered how all the great inspiring innovation leaders jump the gap. They do so even in situations when all odds are against them. Actually, all great inspiring innovation leaders in the world, whether it is Apple or the Wright Brothers, think, act and communicate in exactly the same way. And everybody else thinks, acts and communicates exact the opposite way. Simon Sinek just codified it. And he called it the golden circle.

The innovation adoption gap is something that every academic, every start-up company, and every large company runs into. After an initial about 10% of your customers has bought your latest innovative product, the adoption of your product comes to a stop. That is, everybody runs into this but a very, very few great inspiring innovation leaders. Apple ignores this gap.

How does this work? According to Simon Sinek, every single person, every single organization on the planet knows what they do, 100 percent. Some even know how they do it. But very, very few people or organizations know why they do what they do. What’s your cause? What’s your belief? Why does your organization exist? And why should anyone care? All the great inspiring innovation leaders in the world, whether they are people or companies, tell you ‘why’. And it makes all the difference. People don’t buy what you do; people buy why you do it.

Take the example of Martin Luther King, a great inspiring leader. He thinks, acts and communicates about what he believes in. This is why he gave the “I have a dream” speech, not the “I have a plan” speech. Believing worked for the Wright Brothers, and it works for apple. ‘Why’ is what leads to inspiration. And inspired people happily ignore the innovation adoption gap.

See what mATTch believes in.

Simon Sinek. (2009). Simon Sinek: How great leaders inspire action [online video]. United States: TEDx Puget Sound. Available from TED Talks and YouTube.