Every decision we make involves a trade-off

This week, Challenger Moves focuses on decisions, and the trade-offs that are in their wake. For many, what may seem as a straight-forward decision, based on known or readily accessible facts, can feel these days like an unfamiliar maze. Where we could rely in the past on a steadfast industry we could navigate within clear-cut borders, we now face industry edges that are hidden from view, with role-players regularly operating across. This calls for new decisions to be made.

Let's start with the Why...

It's a phrase popularised by Simon Sinek, now a well-known author. Simon's story began at an independent TED talk event, in the Pacific Northwest of the US, a place called Puget Sound, a short distance from the city of Seattle.

I was fascinated by how this independently-arranged talk, hosted back in 2010, preceded the launch of his book by almost two years, and how a single decision placed his professional life onto a new trajectory.

As a first-time author, Simon released a pre-published eBook version of "Start with Why" in 2011 – in fact, this lesser-known version is still available to download as a pdf file today. Why embark on writing such as pre-published version, soon after his TED talk appearance? The core concept of starting with "why" as a means to inspire action and drive success, was not well-known back in 2011.

As Simon Sinek chose to share inspiring stories, case studies, and practical exercises, well ahead of his official book launch. It helped readers identify their own "why", it drew them into his big idea, got them to practice a different way of communicating the value of their ideas. That was a deliberate ecosystem move.

The opportunity to publish a short eBook version of his forthcoming book turned out to be a powerful way to generate buzz, as readers engaged with the concept for the first time. Simon discussed the significance of leadership and purpose to succeed in life and business. It resonated with many. It also evoked new questions…Why start with the why? The concept seemed to resonate with many viewers of his TED talk and so he was able to engage with a broader audience, for whom starting with why was novel, if not outright unfamiliar.

The pre-published eBook version, which appeared a year following his TED talk, helped to create a movement – a new ecosystem, within which credibility for the concept was being tested and experiences exchanged across individual users and organisations, many of whom began to adopt this approach. Back in 2011, such grassroots efforts were not often used, yet over time, and as the popularity of his content grew, now regularly shared with avid followers, anticipation for his full book version was building. By 2012, he was ready to publish.

Fast forward to 2023, and I am having a 'Simon Sinek moment'. Getting ready to publish my first book, I am reminded that at the heart of Ecosystem Moves are collaborations, from near-term collaborations aimed at short-term gain, tactfully navigating the ecosystem, to fully-fledged partnerships, which extend over a long path, and at times, can redefine the potential of your ecosystem in the new economy.

Simon presents a compelling case for making a decision which leads us into a new and unknown path. Saying yes to a lesser-known event embodied some risk, trading off precious time, with much uncertainty, but also the potential to be heard by a new audience. He said yes, and formed an ecosystem of collaborators, who were all contributing to starting with why...

A powerful lesson for considering trade-offs and the value of taking a different decision. Simon Sinek can only look back and smile at that.

Have a good week ahead.