Insights from Apple Job Interviewers

You might be tired of the classic response that most people give: “The success of billionaires or global business leaders like Apple, who started with no resources, comes from their perseverance and patience, which leads to success.” This answer is not wrong! However, it may take some time if you don't know the secrets behind that success.

Did you know that the secrets to the success of Apple, Martin Luther King, and many other famous figures like the Wright brothers share the same thinking principle? It's not just about effort; it comes from a concept called the Golden Circle, discovered by renowned motivational speaker and global marketing consultant Simon Sinek.

Apple Uses the Golden Circle Principle

The Golden Circle concept is a strategy explained through three overlapping circles.

- The outer circle represents the question “What?”

- The middle circle represents “How?”

- The innermost circle, the most important, is “Why?”

Simon Sinek explained that most people in the world know what they do and how they do it. For example, we know what our job is and how to succeed at it. However, few people understand why they do what they do.

Most people communicate from the outside in (What - How - Why), but the secret of great leaders and inspiring organizations, big or small, is that they think from the inside out (Why - How - What).

The principle of the Golden Circle is decoded to align with how our brains work as follows:

Neocortex is responsible for reasoning, thinking, analyzing, and language.

Limbic is responsible for feelings such as trust and loyalty, and it governs all human behaviors and decision-making. However, it lacks language capability, meaning we can communicate from the outside in and understand complex information like numbers and facts, but we cannot control behavior.

When we communicate from the inside out, we communicate directly with the part of the brain that controls behavior, allowing the listener to find supporting reasons using concrete data from what we say and do. This is the origin of what we call “instinctive” decision-making.

Inspiration: Thinking from the Inside Out

People don’t buy what you do; they buy why you do it: An inspirational quote by Simon Sinek.

Simon cited the success of Apple from the inside-out thinking concept, stating that if Apple were like other companies, their marketing communication would be:

“We make amazing computers with beautiful designs that are easy to use. Would you like to buy one?”

He views this method as unappealing and uninspiring for buyers. However, what Apple truly presents and communicates is:

“Everything we do, we do because we believe in challenging the old ways. We believe in thinking differently, and to challenge the old systems, we create our products to be beautifully designed, easy to use, and user-friendly. Therefore, we have created an amazing computer. Would you like to buy one?”

Interestingly, after we switched the communication to Why, How, and What, the messages became more compelling and appealing to purchase. This led him to discover that:

Most well-known companies do not have a rigid interview theory; they tend to choose talented individuals who have passion, a desire to learn, a positive attitude, can work well with others, and can also answer the question “Why?”

No Matter Who You Are, Just Believe to Succeed

Whether you are a fresh graduate looking for a job or someone currently unemployed, as long as you have a goal and are ready to change yourself, if you believe you can do it, you will definitely succeed.

Most people tend to think like everyone else, from the outside in. But if you want to be special, to be someone of greater value, start practicing thinking from the inside out.

Ask the question “Why?” more in your life, and it will help you understand yourself better and recognize your own needs more clearly about what you truly want. At that point, what you aspire to will be within reach.

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