Clarity, discipline, consistency (Ch 5 from 'Start with why')

All Book Summaries

Key Takeaways:

1. Clarity of WHY:

   • Purpose Drives Success: Define your core belief (WHY) to inspire loyalty (e.g., Southwest’s mission: “Champion for the common man”).

   • Authenticity Matters: Without a clear WHY, companies become commodities (e.g., Delta’s Song failed; copied WHAT but lacked WHY).

2. Discipline of HOW:

   • Values as Actionable Verbs: Turn values into behaviors (e.g., “Do the right thing” vs. “Integrity”).

   • Consistency Builds Trust: Align actions with WHY (e.g., Apple’s products prove their belief in challenging norms).

3. Consistency of WHAT:

   • Tangible Proof of Belief: Products/services must reflect WHY (e.g., Southwest’s cheap, fun, simple flights mirror their WHY).

   • Avoid Manipulation: Loyalty comes from shared beliefs, not price/features (e.g., Harley-Davidson riders buy into a lifestyle, not just bikes).

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Bonus Insight:

• Business = Dating: Start with WHY to build trust. “WHATs” (features) validate WHY but don’t replace it.

Tagline: “Balance WHY, HOW, WHAT—or risk becoming a commodity.”