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Simon Sinek: Understand People to Understand Business

What makes great leaders and great teams? The question was asked and answered by noted author and thinker Simon Sinek in the keynote session of the NAPA/ASPPA 401(k) Summit in Las Vegas on March 5, 2013. Employing an unusual methodology, Sinek explored the four types of chemicals that the human body produces as a result of various experiences and how understanding how they work can result in better leaders and teams.

How did human beings emerge and continue to be the dominant species? Though not the fastest, strongest or maybe even the smartest, humans have the ability to collaborate, cooperate and have compassion. Just as companies reward certain behaviors and punish others, the body produces chemicals that reward or punish certain behaviors, Sinek noted.

Endorphins reward us for exercising, and dopamine rewards us for accomplishing goals, but both are based on individual behaviors, are fleeting and can become addictive. Serotonin is created as a result of a feeling of belonging, trust and pride -- which inspires good leaders -- while oxytocin is a result of love, relationships and doing for others without expecting a return. Both chemicals are long lasting and build on themselves.

So with this knowledge, how do leaders become better and create great teams? While providing specific goals and measures are key as are individual accomplishments, great leaders inspire others to generate serotonin and oxytocin by creating an environment of trust and belonging -- taking pride in not only what an individual does, but also in the successes of colleagues and the team. When people understand the importance of doing for others without expecting immediate gratification, trusted relationships are created, and others are inspired to do the same. The cost of leadership is sacrificing self-interest, says Sinek.

On the other hand, cortisol is created as a result of stress and anxiety, which can be caused by lack of trust. It shuts down growth and immune systems leads to poor performance by individuals and teams.

Wrapping up, Sinek said that if you don’t understand people, you can’t understand business. Creating an environment in which people feel good about themselves, trust their leaders and colleagues and are rewarded not just for individual goals but for sacrificing for the good of others will result in great teams and companies, he advised.

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