How Simon Sinek’s TEDx success made him think deeply about trust

TED Blog

Simon Sinek's newest idea centers on trust—how great leaders make their people feel inside a "circle of safety." It's a topic he got interested in after his TEDx top blew up. Photo: James Duncan Davidson Simon Sinek’s newest idea centers on trust and how great leaders make their people feel inside a “circle of safety.” It’s a topic he got interested in after his TEDx talk blew up. Photo: James Duncan Davidson

In 2009, Simon Sinek gave the talk “How great leaders inspire action” to an audience of 50 people in a small room at TEDxPugetSound. It quickly became the second most-watched talk on TED.com. Sinek, of course, felt honored by the growing popularity of his talk—and by the opportunity to inspire people to think more deeply about the sense of purpose infused in their work. But his talk had an unexpected side effect too.

[ted_talkteaser id=848]“As the view count on my TEDx talk grew, the demand for finding one’s ‘Why’ expanded. That, in turn, created a greater demand for me, and played a significant role in catalyzing my career,” Sinek says now, five years…

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