Start With Why

핵심 요약

• People don't buy what you do; they buy why you do it
• The Golden Circle: Why → How → What, from the inside out
• Loyalty comes from shared beliefs, not better features
• The why must come first and stay clear as you scale

이 비트의 내용

1. 골든 서클

   Every organization knows what it does. Some know how.

2. 생물학이 이를 뒷받침하는 이유

   The Golden Circle mirrors the brain. The neocortex handles rational language and features — the What.

3. Trust, loyalty and the celery test

   When people believe what you believe, they don't just buy — they belong. Harley riders tattoo the logo; early Apple buyers queued overnight.

4. Why를 끝까지 지켜내는 법

   Great movements split roles: the visionary embodies Why, operators build How. Microsoft had Gates and Ballmer; Apple had Jobs and Wozniak — pairs of Why and How.