Why Discovery Course. Facilitator s Guide For those who are inspired to guide others through the Why Discovery process

Why Discovery Course Facilitator’s Guide For those who are inspired to guide others through the Why Discovery process © Copyright Simon Sinek, Inc. ...
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Why Discovery Course Facilitator’s Guide

For those who are inspired to guide others through the Why Discovery process

© Copyright Simon Sinek, Inc. All rights reserved.

Introduction

Our Why

We believe in a world where the vast majority of people wake up inspired to go to work and go home at the end of the day fulfilled by the work they do. One thing that can contribute to that world is for more and more people to understand and be able to articulate their Why - the higher purpose, cause or belief that inspires them. When people have clarity of Why, they will find individual fulfillment by making meaningful contribution in the lives of others.

We wake up everyday to inspire people to do the things that inspire them so that together, we can change our world.

As a Why Discovery facilitator, you are helping us build the world we imagine. Thank you. What does it mean to be a Why Discovery facilitator? ‘To facilitate’ literally means to make something easier. You don’t have to have professional training in order to facilitate this process. All you require is a desire to help, an ability to be curious, listen and ask questions.

Simon Says “A movement only exists when people are inspired to move, to do something, to take up the cause as their own.”

This guide is intended for: • Anyone who wants to help others find and articulate their Why as accurately as possible. • Consultants/Coaches/Trainers who want to use the Why Discovery course as part of their process. Thank you again for embarking on this journey to inspire people to do what inspires them. Together, we will change our world. Inspire on!

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What’s included in this guide

Tip

Getting ready to facilitate

If you want to jump to a particular section, just click on it!

Before you get started............................................................................................ 5 The Golden Circle - origin and context................................................................... 6 Participant intro email............................................................................................. 7

You’ll be taken straight to that page.

Course content and suggested timeline ................................................................. 9 Ideas to consider................................................................................................. 10 Facilitator Checklist.............................................................................................. 10

Part 1 - Gather your stories What’s in this section?......................................................................................... 11 Instructions for your participants........................................................................... 11 Things to consider as a facilitator......................................................................... 12 Email template..................................................................................................... 12 Check-in questions.............................................................................................. 13 Part 1 FAQs and suggested answers................................................................... 13 Facilitator checklist............................................................................................... 15

Part 2 - Share your stories with a partner What’s in this section?......................................................................................... 15 Instructions for your participants........................................................................... 15 Things to consider as a facilitator......................................................................... 16 Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Part 2 - Share your stories with a partner (cont) Check-in questions.............................................................................................. 19 Part 2 FAQs and suggested answers................................................................... 19 Facilitator checklist............................................................................................... 21

Part 3 - Test and apply your Why What’s in this section?......................................................................................... 21 Instructions for your participants........................................................................... 21 Things to consider as a facilitator......................................................................... 21 Email template..................................................................................................... 22 Check-in questions.............................................................................................. 22 Part 3 FAQs and suggested answers................................................................... 22 Facilitator checklist............................................................................................... 23

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Getting ready to facilitate Before you get started To ensure the Why Discovery process moves as smoothly as possible, please review these points below and the entire guide before you begin facilitating. • If you have not already, we recommend you take the online Why Discovery course yourself before facilitating the process for others. Taking the course will help you better relate to your participants as you will know what they are experiencing. • You will need a separate user license for each person you lead through the online Why Discovery course. • In Part 2 of the course, it is essential for each participant to work with a partner to gain the best results from the process. For more information on why a partner is important, check out the “Partner resources” included at the top of page 6.

Consider this While it is possible to go through this course on your own, we’ve learned that the process is much more effective and powerful when done with a partner.

Need help? If you’re stuck or have any questions, contact us at startwithwhy.com/contactus

There are a number of options for partnering. Here are some suggestions, however we recommend you do what feels right in your situation. Partner options • You, the facilitator, may act as the partner* • A participant may choose someone themselves • Participants in your group may be paired up, taking turns to play the role of partner for each other *If you choose to be the partner for a participant, it will be important for you to keep the two roles of facilitator and partner separate for that specific part of the process. Make sure you read through the ‘Partner resources’ information below to learn how to be the best partner possible. Partner resources:

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• Learn more about how to be a great partner with videos from Simon and an additional guide at startwithwhy.com/partner • For more information on the importance of working with a partner, listen to this Start With Why Podcast episode - Partner to Discover Your Why Managing participant access You may have a client that shares your unique code with some or many other friends. If you begin to see a lot of suspicious accounts in your “profile tab” your code may have been leaked. Not to worry, we’ve got your back. Simply send us an email through the contact page and we can refresh your code. This will stop the leaking. You can then go in and simply delete the accounts you have not authorized. Deleting accounts Sometimes you get a client that just doesn’t hold up their end of the bargain. For whatever reason they are unable to get started with the course. That’s not your fault and we don’t want you to feel your license has gone to waste. You can delete the account of any participant that has not begun Part 2 of their Why Discovery Course. Once that course is removed from your tracking list, you can click “Share Access Code” and grant that license to someone who is eager to learn their Why.

Simon Says

The Golden Circle - origin and context

Those born out of personal experience.

We are aware that you may already know quite a bit about the Golden Circle. To ensure that we set you and your participants up for success, here’s some fundamental information about the origin of the Golden Circle.

“The best ideas are the honest ones.

Those that originated to help a few but ended up helping many.”

The Golden Circle was discovered by Simon Sinek in 2006 when he operated his own marketing firm. It was a model he had developed to explain why some marketing worked, and some didn’t. He soon discovered that the Golden Circle had deeper implications to leaders, entire organizations and our own careers. Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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In Chapter 13 of his first book, “Start With Why”, Simon shares his struggles in hitting rock bottom. Although his business was financially successful, he had lost his passion for it. He knew what he did and he knew how he did it, but he had no idea why he was doing it. There was no clear purpose behind his work and he became depressed. All the tips and advice he was getting from others was not working and he became obsessed with finding his Why — his higher purpose. This was the driving inspiration that was there when everything was right and missing when he was at his worst. Through a lot of personal work and reflection, on his own and with others, Simon found his Why. He started telling his friends about the amazing discovery he had made. Then his friends started making crazy life changes, inspired by Simon’s discovery and articulation. Friends would invite him to their apartments to tell their friends and they would share the idea with others. This was the beginning of the Start With Why movement.

Simon Says “Simple ideas are easy to understand. Ideas that are easy to understand can be repeated. Ideas that are repeated can change our world.”

The concept the Golden Circle illustrates is certainly not new. What Simon has been able to do is capture this idea, that has been around for millennia, in a way that is simple, easy to understand and actionable. To learn more about the Golden Circle and its 3 elements, check out these resources: • Watch the TED Talk • Download the Golden Circle PPT slides Participant intro email Those you guide through the Why Discovery process do not necessarily need to have a deep understanding of the Golden Circle and the concept of Why. However, it is important for them to have some basic information before beginning the process. We have drafted an email that you may want to send each participant so they know a little about the Why Discovery Process and what to expect. Feel free to make changes as you see fit. See the email template on the next page. Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Subject: Welcome to the Why Discovery Course! Hi (participant name), I am really looking forward to guiding you through the online Why Discovery course! In order to make the experience inspiring, I am sending you an outline of the process so you will have some background information and know what to expect. Please watch the ~18 minute TED video by Simon Sinek at the link below. It will provide an overview of the concepts of the Golden Circle and give some examples of the importance of knowing and living your Why.

Consider this The original Why Discovery course was 14 classes! We’ve worked hard to bring the process down to 3 Parts, while still producing the same quality in the result - an inspiring Why statement!

Simon Sinek: How great leaders inspire action http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html The Why Discovery Course has three parts. Part 1 - Gather your stories Your Why comes from your past experiences. In Part 1 you will be identifying several stories from three major areas of your life - Work Life, Life Outside of Work, and Early Years. Part 2 - Share your stories with a partner It is challenging to discover and articulate your Why by yourself. In Part 2 you will share the details of a few stories you identified in Part 1 with a partner. You will then work together to form the basis of your Why statement. Part 3 - Test and apply your Why Your Why makes a difference only if you do something with it. In Part 3 you will have the chance to refine your Why statement and get some tips and ideas on how to put your Why into action. Watch for another email regarding an initial meeting where we will cover the course timeline in more detail. You will also have the chance to ask any questions you have before getting started. Sincerely, (Facilitator name)

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Course content and suggested timeline We understand that every situation will be different. While you are welcome to follow a timeline that makes sense for you and your participants, we have included a suggestion for how long each section of the course may take. We have also included a brief explanation of what happens in each section. You may want to discuss the flow of the course with your participants so they know what to expect.

Part 1 - Gather your stories Suggested time frame, 7-10 days (roughly 2-3 hrs of course work) What happens in Part 1: • A video introduction to the Why Discovery course from Simon Sinek • Interactive exercises to help the participant identify stories from their past and the emotions associated with each experience • Participant identifies and invites a partner to work with in Part 2 Part 2 - Share your stories with a partner Suggested time frame, ~21 days (roughly 3-4 hrs of course work) What happens in Part 2: • Participant shares their stories in detail with a partner, as the partner actively listens, deepens their understanding of the stories and takes notes • It is ideal that the participant and partner meet in person for a total of ~3 hrs • Participant and partner work together to identify common themes, narrow those themes and draft a Why statement

Consider this We generally find that the online course takes people 7-10 hours to complete. It’s OK to take longer than that, as people move at different paces. If you find a participant is going over by more than an hour in any particular section, encourage them to trust the process. Suggest that they set a timer and move forward as recommended in the course. In general, the more thought and energy a participant puts in, the more meaning they’ll get out of the experience.

Break Prior to Part 3, it’s a good opportunity to step away from the course for about a week to allow the participant’s Why to “sink in”.

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Part 3 - Test and apply your Why Suggested time frame, 7-10 days (roughly 2-3 hrs of course work) What happens in Part 3: • Participant works to test and refine their Why (as needed) • A short video series to help the participant identify first steps in bringing their Why to life • Participant may sign up for the Habit Changer emails (1 email per day for 30 days with tips on how to live their Why) Ideas to consider This guide will walk you through each part of the course. In addition to instructions and suggestions regarding facilitation, you will also find three other components in each section: • FAQs you may hear in that particular part of the course and suggested answers • Questions you may want to ask the participants to ensure they are on track • A Facilitator’s Checklist which you can use to ensure that you, as the facilitator, have completed certain steps before moving on Facilitator checklist Before we move into Part 1, here’s your Facilitator’s checklist for the “Getting ready to facilitate” section: r Review the material about the Golden Circle to ensure you have a foundational understanding r Send each participant an introductory email that includes r The link to Simon Sinek’s 18 min TED talk r A basic outline of the course content r Set up an introductory meeting with participants to further explain course time frames and answer questions before they begin course work r Set a completion date Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Part 1 - Gather your stories What’s in this section? The first section of the course is designed to help participants identify specific experiences or stories. These stories will come from three areas of their life — work, life outside of work and early years. They will reveal the pattern that leads to their Why.

Remember This section of the course is meant to be done by the participants, alone. The partner will not be needed for Part 1.

After an introduction and instructions from Simon, participants will complete interactive exercises designed to help them identify their stories across these three areas of life. The focus will be on what we call Level 5 stories - the times when the participant felt at their very best or at their very worst. These high and low points, and the emotions associated with them, will set the foundation for discovering their Why. Note: Part 1 is where the heavy lifting happens. The participant is asked to complete the same set of exercises for each of the three areas of life. Some can find this process monotonous, but it is extremely important that the participants thoughtfully complete these exercises. For many participants, this is the hardest part of the course as they work on their own to identify their stories and describe the emotions within each of them. Instructions for your participants Whether you choose to send an email or speak with your participants in person as they begin this section, be sure they: • Know the completion date for Part 1 • Identify and invite a partner for Part 2 before they finish Part 1 • If your participants want more context or help as to how to find or work with a partner, this podcast episode may provide some insight and inspiration: Partner to Discover Your Why

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Things to consider as a facilitator Since Part 1 is heavily dependent on the participant, there is not much for you, as the facilitator, to do during this section. Consider the following ideas to stay engaged in the process: • Track participants’ progress through the course by logging into your account at startwithwhy.com and viewing your Facilitator Tab. Note: to protect the privacy of the participant, you are not able to access participants’ course to view the details of their work • Be available to answer questions as needed • Review the FAQ at the end of this section so you can be prepared for some of the questions you may get • Send an email to participants a few days before the Part 1 completion date to ensure they are on schedule and have identified their partner (see “Email template” below). If you, as facilitator, are their partner, adjust this email template accordingly to include your plans to work together in Part 2 • Consider using the “Check-in questions” in this section to ensure participants are on track • For some participants, finding a partner can be a daunting task. Check out the “Part 1 FAQs” for ideas to assist in helping a participant find a partner Email template You may want to copy and paste the email template on the following page and send it to your participants:

Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

Consider this Section 1 is the longest and most labor intensive part of the course. If you see someone is not progressing through the course at the pace of the group, reach out. They may feel alone or a bit intimidated or frustrated. Sometimes just having someone remind us Why we are doing something and that we are not alone, can help. Remind them that knowing their Why will help them land the job they love or find like-minded people to help them. If you know them personally, tie it to something you know they are trying to achieve. Inspire them!

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Subject: Part 1 Check-in Hi (participant name) I hope you are enjoying the Why Discovery course so far. I know Part 1 is a lot of work. The good news is you have laid the foundation for your discovery ahead! I am writing to remind you that you should have Part 1 completed by (date). If you happen to be stuck or have any questions, I am here to help. So, feel free to reach out. Find a partner As a reminder, before you complete Part 1, make sure you have identified and invited a partner to help you with Part 2. Send them the partner information contained in the course (See “Invite Your Partner” slide in Part 1) so that they have enough time to review it and learn what they need to know to be the best partner they can be. If you’re having trouble deciding who might be the ideal partner, or feel you don’t have anyone who fits the mold, not to worry. Reach out so we can work together to figure out the best option for you. You will want to make sure that you and your partner have access to the Internet as you work together. Although most of Part 2 entails sharing your stories with your partner, you’ll still need to watch a couple of videos from the course as well. If meeting with your partner in person is not possible, try using Skype or Google Hangout so that you and your partner can see each other as you complete Part 2. I look forward to being in touch soon. Sincerely, (Facilitator name)

Check-in questions Here are some questions you may want to ask the participants near the end of Part 1 to ensure they are on track before they move on to Part 2: 1. How impactful and important are the Level 5 stories you have identified in Part 1? Note: remember it’s not necessarily the biggest events in their life, but those that have the most energy and emotion around them. 2. Have you found and invited a partner to help you with Part 2? (Unless you, the facilitator, will be acting as their partner) 3. Have you set a time to meet with your partner for a total of ~3 hours? Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Part 1 FAQs and suggested answers

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Q: How do I fill out the Work Life exercise if I do not currently have a job? A: Work Life is not limited to a current job. You can use stories and experiences from any of your past jobs. If you have never had a job, you may also use your experiences as a student, a volunteer or any other activity that occupies a majority of your time.

Let your participants know that they do not have to share anything they are not comfortable sharing during this process.

Q: What if I pick the wrong stories? How do I know which ones to pick? A: There’s no such thing as a ‘wrong’ story. As long as the example is specific and an experience that matters to you, feel free to use it. It does not need to be a major life event; it could be something very small and simple that stands out. You want to choose the stories that give you an emotional response, whether they energize or even upset you.

While an honest look at their past will ultimately reveal their Why, the intent is for this process to be fun and inspiring, not to bring up negative emotions from the past.

Q: What if I can’t remember a lot of details about one or more of the stories I am identifying? A: Don’t worry about the level of detail in Part 1. Just record the first stories and experiences that come to mind. Don’t over think it. If the story is significant enough to remember, it may be valuable in Part 2. You may also find that as you begin to talk about it, some of the details will come back to you.

Low points can provide meaningful contrast to the high points, but they are not always necessary to find the Why.

Q: The exercises are the exact same for each of the three times of my life. Do I really have to do them all? A: Yes! It is a bit repetitive and Part 1 is the most difficult part of the course. Hang in there! These exercises are the foundation for the work you will do with your partner in Part 2. The hard work in Part 1 will pay off in Part 2, and ultimately, in discovering your Why! Q: Help! What do I do if I can’t find a partner or do not have anyone in my life to ask? A: Just like discovering and living your Why, finding a partner takes courage, action and desire. First off, take ~15 minutes to listen to this podcast episode featuring Simon: Partner to Discover Your Why. One of the most powerful points that Simon makes is that we can discover our Why even with a stranger. We do not necessarily need to ask a friend. We could ask Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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someone we just met at a coffee shop. What’s most important is that we feel safe and can trust the partner we choose. So long as the partner cares, is curious and wants to help, they fit the bill. So, if you really want to discover and live your Why, take a risk and ask someone. Facilitator Checklist r Send participants an email reminding them when they should be done with Part 1 r If you will be acting as the partner for your participants, review the partner information at startwithwhy.com/partner r Ensure each participant has identified a partner for Part 2 r Confirm that the participant has scheduled a time to meet with their partner

Part 2 - Share your stories with a partner What’s in this section? Part 2 of the course is where the rubber meets the road. The course will guide them step by step through the partnering process. Each participant will be sharing his or her Level 5 stories from Part 1 with their partner. The partner’s main role is to listen, take notes and ask clarifying questions to gain a deeper understanding of how the participant felt during the experience. Once the storytelling is done, the participant and partner will work together as a pair.

Consider this We have an innate need and desire to come to the rescue when someone approaches us with a problem or challenge. We assume that what they need is someone to fix their problem and who better than us to take of that? Well, actually, there’s no one better equipped to work through a problem than the person having it. Who else knows exactly what they are feeling, thinking or wanting? No one! Where we can help, is by drawing out the answer through thoughtful questions and active listening.

They will identify the recurring patterns, themes, key words and ideas that emerged from the participant’s stories. Once those themes have been identified, the pair will work together to narrow the themes that stand out. Lastly, they will work together to come up with a draft Why statement for the participant. Instructions for your participants Whether you choose to send an email or speak with your participants in person as they begin this section, be sure they: • Meet with their partner (in person, if possible) to complete Part 2 • Know the completion date for Part 2 • Take a break between Part 2 and 3, for roughly one week, to let their Why settle in Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Things to consider as the facilitator Part 2 may keep you a little busier as a facilitator. This is the section where the participants will begin putting words to their Why. Because this is a challenge, they may seek your help and advice. Avoid the temptation to jump in and give an answer to a participant’s questions regarding their Why. Rather, listen to what they have to say and ask more questions to help them come to their own conclusion and help you gain a deeper understanding. Often, all that’s needed is for you to say something like ‘tell me a little more about that’ or ‘what else can you share about that experience that really affected you?’ The Why is most meaningful when it comes from the participant’s vocabulary. This is the reason the best default is to ask questions and listen before providing your thoughts.

Consider this Don’t be afraid to give the email templates a little personal flair. Better yet, follow your email up with a phone call. Trusting relationships are the result of genuine caring and personal touches — in other words, being human! “Emails get reactions. Phone calls start conversations.” - Simon

Of course, there will be some questions about the process or the structure of their Why statement where they may simply need your help. We have included some of those in the “Part 2 FAQs”. Another tool that may help comes from the “Check-in” exercise toward the end of Part 2. This resource, which we’ve included on the following page, focuses on what makes a good Why statement. It may be helpful for you, as the facilitator.

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Example Why Statements

Good ones

To amplify the strengths of others so that they can consistently operate from a place of greatness.

Consider this As a guideline, a good Why is: • Simple, short and easy to understand • Void of Whats, the tangible things we do • Clear and can be understood without further explanation

To propel positive change so that people can progress toward the things that really matter to them.

Almost there

To learn from all my experiences so that I can be well-equipped to tackle the challenges I face. To do good in the world, to build skills and to learn constantly and have a clear sense of direction/vision, so that I am accomplishing much for myself, my family and my community, effectively and successfully.

Need a little work

To build two business so that I can make the business world that I can touch, a better place and make enough money to spend quality time living. To help my clients manage every aspect of their wealth so that they can rest assured that no stone is unturned in their wealth management.

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As they progress through Part 2: • Review the “Part 2 FAQs” so you can be prepared for some of the questions you may be asked • Monitor participant progress • Answer questions as necessary • Send an email (see “Email template” below) to participants a few days before the Part 2 completion date to ensure they are on schedule for completion • Consider asking the “Check-in questions” (page 19) toward the end of Part 2 to ensure participants are on track

Consider this Really struggling with a question from a participant? If you feel stuck, let us know and we’ll do our best to help! Visit startwithwhy.com/contactus

Email template Subject: Part 2 Check-in Hi (participant name) It is almost time to wrap up Part 2 of the Why Discovery course. By now you may have already articulated your Why! If you’re not quite there, perhaps I can help. You still have a few days, as we are scheduled to be done with Part 2 by (x date). Take a break Once you are done with Part 2, we are going to take a one week break from the online course to let our discoveries settle in. This break is an important part of the Why Discovery process. As always, if you are stuck or have questions, I am here to help. Sincerely, (facilitator name)

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Check-in questions Here are some questions you may want to ask the participants near the end of Part 2 to help them find a Why statement that feels right: 1. How do you think your Why may apply to your current role, either at work, at home or elsewhere? 2. What specific story or metaphor best represents your Why? 3. Do you feel like sharing your Why with others? If not, what’s keeping you from wanting to share it? • Note: there may be a variety of reasons why we are hesitant to share our Why. We may feel like the job we have or what we’re doing at the present time is not aligned with our purpose, cause or belief. By sharing it with others, we may feel like we are living authentically. We may also feel awkward talking about something so deeply personal right away. Be sensitive to these issues and support your participants by listening, empathizing and encouraging them. 4. Have you shared your Why statement with anyone else? How has it felt? Part 2 FAQs and suggested answers Q: How much detail should I give in the stories I tell my partner? A: The details that are most important are the specific feelings you had during the experience. The color of your shirt or whether the sun was shining or not may not be important. Focus on the specific feelings. Do your best to use descriptive words that really identify how you were feeling. Try to beyond words like happy, sad, excited etc. Allow your partner to use their curiosity to find out more. Q: My Why just does not feel right yet. Did I do it wrong? A: Because the Why comes from the part of the brain that controls feelings but does not control language, putting words to the Why can be a real challenge. If you do not feel like you are there yet, go back and tell another Level 5 story. Have your partner identify the elements of the story that had the most energy around them. If you are out of Level 5 stories, choose Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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another story or experience that evoked the same kind of emotion. Chances are, even if you do not yet have the exact words, you are still in the right ballpark. Keep at it! Q: How do I figure out my Hows so I can start applying my Why? A: A good place to start to identify your Hows is with the words and phrases you captured after the Narrow Themes exercise. It is likely that one of your themes became the main idea for your Why. All those other themes are valuable too. They also resonate, just not as deeply as the Why does. These remaining themes may be the guiding principles and the actions you take that can help you live your Why. Note: Hows must be verbs so you can put them into action. For example: ‘integrity’ is not actionable. ‘Do the right thing - even if no one is looking’ is a good example of what integrity means, in action, i.e. a proper How statement. Tune into these podcast episodes to learn more about Hows: Values: More than words on a poster - Part 1 (http://bit.ly/1d1kcWQ) Values: More than words on a poster - Part 2 (http://bit.ly/1gKRoVr) Q: What if I can’t remember a lot of detail from my Level 5 stories? A: Specific memories are important. If you really cannot remember a lot of details from a particular story, try telling a different one. The most important part of these stories is the way you felt, how the experience you are sharing affected you or stuck with you, and impacted others.

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Facilitator checklist r Send participants an email reminding them when they should be done with Part 2 r Remind participants to take about a week break from the online course. They just did a lot of heavy lifting. Allowing the experience they just went through to sink in for a few days will help them look at their Why from a fresh set of eyes when they come back for Part 3. They may also start taking small steps to bring their Why to life.

Simon Says “The only way to find out if it will work is simple - do it.”

Part 3 - Test and apply your Why What’s in this section? Part 3 serves two functions. First, the participants will have the opportunity to complete a few additional exercises to fine tune their Why statement and make sure it feels great. Second, they will get some initial tips on putting their Why into action. They will have the chance to sign up for the Habit Changer emails, which are daily emails (for 30 consecutive days) with simple tips and resources to help them bring their Why to life. Instructions for your participants • Complete Part 3 and put your Why into action! • Note: there are optional exercises at the beginning of Part 3 that only need to be done if the participants is still working on their Why statement. Even if the participant feels confident with their Why, these exercises can further validate that feeling and may be worth exploring. Things to consider as the facilitator Help participants remember that this is a process. The words may not be perfect by the end of the course. However, if their Why ‘feels right’, that’s a strong measure of success. It means they are in the right ballpark, which is all they need to take action. The words will come over time as they continue to put their Why into action. Wordsmithing your Why statement behind your desk is less effective than putting what you feel your Why is into action. Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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As they progress through Part 3: • Monitor participant progress • Answer questions as necessary • Review the “Part 3 FAQs” below so you can be prepared for some of the questions you may get • Send an email (see “Email template” below) to participants a few days before the Part 3 completion date to ensure they are on schedule for completion

Email template Subject: Almost there! Hi (participant name) You have nearly completed the Why Discovery course! It has been a pleasure for me to guide you through this process. I hope the experience has been an enlightening, inspiring and impactful one for you as well. You have got just a few days left to complete Part 3 and should have it wrapped up by (x date). Note that you will have access to the course for 12 month from your start date. However, you will always be able to find your summaries in your profile.

Guess what? The “Friends Exercise” in Part 3 came about as a result of some conversations Simon had with his friends during his own Why discovery process. He noticed that as he was asking his friends what it was about him they loved, they all said that in some way, he inspired them. This became the root of his Why - To inspire people to do the things that inspire them so that together we can change our world.

Again, congratulations on discovering your Why. I am excited to speak with you more in the coming days and weeks about the difference it’s making for you and those you serve. As always, if you are stuck or have questions, I am here to help. Sincerely, (facilitator name)

Check-in questions Here are some questions you may want to ask the participants near the end of Part 2 to help them find a Why statement that feels right: 1. Is there anything about your Why that does not feel like it fits? If so, what is it or what is missing? Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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• Note: to validate or test a participant’s Why, you can ask the participant to share one of their Level 5 stories to see what elements of that story really affected them deeply. You can use a Level 5 story that had not previously shared or even a new meaningful story that emerges. 2. Have you begun to implement your Why in any way? What have been the results? Part 3 FAQs and suggested answers

Simon is Inspired by One of Simon’s favorite quotes is this one by Henry Ford “Whether you think you can or you think you can’t, you’re right.”

Q: Can I do the Friends Exercise over the phone? A: As with most conversations, speaking to someone in person will be most effective. Because you are looking for something emotional, being with the other person is a big advantage. You can see their body language and sense their feelings for you much more effectively than you can over the phone. If meeting virtually is the only option, use Skype, Google Hangout or another platform that allows you to actually see each other. Then go for it! Q: Won’t my family, friends and colleagues think it’s odd that all of a sudden I am thinking and communicating differently now that I know my Why? A: It is possible! Often people worry that when they go through a discovery like this and begin to change the way they think, act and communicate, that others will see them as different or even fake. Consider talking to your family, friends and colleagues and sharing a little about the process you have just completed. Once they have the context, not only will they be more likely to understand, they may even begin to help you. And remember, your Why is likely the reason that your closest friends already love you. Discovering and sharing your Why may inspire them! Q: What if I have come to the realization that my current job or a relationship does not align with my Why? A: Only you know the answer to this one. Consider sharing what you have learned with others who may share common values and beliefs. If they have an interest, perhaps there is an opportunity for you to initiate some positive change. If they are not open to your ideas or desires for change, you will need to evaluate the benefits and costs of staying in the current situation or not. It is not an easy decision. This is the reason living our Why is an act of courage. Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Tip: sometimes, taking the time to understand the higher cause or purpose of the organization we work for helps us see the valuable contribution we make to help bring that cause to life. This podcast episode may help: How do I find out my company’s Why? (http://bit.ly/1kkrp70) Facilitator checklist r Send participants an email reminding them when they should be done with Part 3 r Remind participants about the Habit Changer Emails. They can opt in via the course or their profile on startwithwhy.com. Habit Changer provides tips and tools to help the particpants live their Why.

Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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Closing thoughts Thank you again for choosing to be a facilitator of the Why Discovery process. Now that you know the process, we sincerely hope you will lead many others to discovering their Why. The more people who know their Why, the more people will be fulfilled by what they do. Since we know you are someone who lives in service to others, we will keep you informed of other tools that may help you inspire. You are an important part of this movement! For any further questions or support, please contact us at startwithwhy.com/contactus. Inspire on!

Ideas alone don’t change our world for the better. Ideas that inspire action do. When we share the ideas that inspire us in a way that inspires others to take action, we can build the world we imagine. We’d love to hear your feedback about this guide and the experience you’ve had using it. Tell us your story at startwithwhy.com/contactus. Why Discovery Course - Facilitator’s Guide © Copyright Simon Sinek, Inc. All rights reserved. v1.5

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