Simon Sinek illustrates his Golden Circle model with real-world success examples such as Apple and Martin Luther King and how they were all able to inspire action by starting with the "why". Sinek claims that when starting with the "why", leaders are more likely to connect with people on a deeper, emotional level, and inspiring them to take action. Through his model he argues that most successful leaders and organizations start with "why" they do what they do, which according to him has the power to motivate people through the connection of shared dreams, desires and wanting, instead of focusing on what they do or how they do it. According to Simon Sinek's TED talk, great leaders inspire action through a simple and powerful model which he calls the Golden Circle.
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