Start With Why

they need to, hating their jobs and their lives, or they move. If they move to a city in which they are better fits—Chicago or San Francisco or somewhere else—they often end up much happier and more successful. New York is not rationally better than other cities, it’s just not right for everyone. Like all cities, it’s only right for those who are good fits.
    The same can be said for any place that has a strong culture or recognizable personality. We do better in cultures in which we are good fits. We do better in places that reflect our own values and beliefs. Just as the goal is not to do business with anyone who simply wants what you have, but to do business with people who believe what you believe, so too is it beneficial to live and work in a place where you will naturally thrive because your values and beliefs align with the values and beliefs of that culture.
    Now consider what a company is. A company is a culture. A group of people brought together around a common set of values and beliefs. It’s not products or services that bind a company together. It’s not size and might that make a company strong, it’s the culture—the strong sense of beliefs and values that everyone, from the CEO to the receptionist, all share. So the logic follows, the goal is not to hire people who simply have a skill set you need, the goal is to hire people who believe what you believe.

Finding the People Who Believe What You Believe
    Early in the twentieth century, the English adventurer Ernest Shackleton set out to explore the Antarctic. Roald Amundsen, a Norwegian, had only just become the first explorer ever to reach the South Pole, leaving one remaining conquest: the crossing of the continent via the southernmost tip of the earth.
    The land part of the expedition would start at the frigid Weddell Sea, below South America, and travel 1,700 miles across the pole to the Ross Sea, below New Zealand. The cost, Shackleton estimated at the time, would be about $250,000. “The crossing of the south polar continent will be the biggest polar journey ever attempted,” Shackleton told a reporter for the New York Times on December 29, 1913. “The unknown fields in the world which are still unconquered are narrowing down, but there still remains this great work.”
    On December 5, 1914, Shackleton and a crew of twenty-seven men set out for the Weddell Sea on the Endurance , a 350-ton ship that had been constructed with funds from private donors, the British government and the Royal Geographical Society. By then, World War I was raging in Europe, and money was growing more scarce. Donations from English schoolchildren paid for the dog teams.
    But the crew of the Endurance would never reach the continent of Antarctica.
    Just a few days out of South Georgia Island in the southern Atlantic, the ship encountered mile after mile of pack ice, and was soon trapped as winter moved in early and with fury. Ice closed in around the ship “like an almond in a piece of toffee,” a crew member wrote. Shackleton and his crew were stranded in the Antarctic for ten months as the Endurance drifted slowly north, until the pressure of the ice floes finally crushed the ship. On November 21, 1915, the crew watched as she sank in the frigid waters of the Weddell Sea.
    Stranded on the ice, the crew of the Endurance boarded their three lifeboats and landed on tiny Elephant Island. There Shackleton left behind all but five of his men and embarked on a hazardous journey across 800 miles of rough seas to find help. Which, eventually, they did.
    What makes the story of the Endurance so remarkable, however, is not the expedition, it’s that throughout the whole ordeal no one died. There were no stories of people eating others and no mutiny.
    This was not luck. This was because Shackleton hired good fits. He found the right men for the job. When you fill an organization with good fits, those who believe what you believe, success just happens. And how did Shackleton find this amazing crew? With a simple ad in the London Times .
    Compare that to how we hire people. Like Shackleton, we run ads in the newspaper, or on the modern equivalents, Craigslist or Monster.com . Sometimes we hire a recruiter to find someone for us, but the process is largely the same. We provide a list of qualifications for the job and expect that the best candidate will be the one who meets those requirements.
    The issue is how we write those ads. They are all about WHAT and not about