If You Don't Understand People, You Don't Understand Business

Simon Sinek, trained ethnographer and the author of Start With Why: How Great Leaders Inspire Everyone to Take Action, always gives gripping and insightful talks and this one is no exception, taking on the importance of trust in people and in businesses alike. With a self-proclaimed life-long curiosity for why people and organisations do the things they do, Simon studies the leaders and companies that make the greatest impact in the world with perceptive skill. He discovers how top businesses achieve a more lasting success than others, uncovering their formulas and explaining how they do it, in line with psychology and ways in which we too can approach our daily lives and work ethic.

In this talk, Simon explores ways in which we trust people within our communities, and our subsequent willingness to take further risks and take on a heightened sense of confidence. He argues that as individuals and companies, everything that we say and do is a symbol of who we are, stressing the importance of saying and doing what we actually believe, in order to create authenticity and in doing so attract others towards our cause. No one likes to feel as though they are being lied to, and so consistency and a strong belief set goes a long way. As social beings, he disregards set equations, and emphasises just how important a spirit of generosity is within our communities. He argues that in business and daily life there needs to be a two way street, whereby we are far more willing to help someone who is willing to help us and has our best interests at heart.