---
title: "E.D.S.O."
description: "The four feel-good chemicals that steer behaviour, and what each one is for."
canonical: https://tomsharman.com/bookshelf/leaders-eat-last/e-d-s-o/
updated: 2026-11-03
---

# E.D.S.O.

> The four feel-good chemicals that steer behaviour, and what each one is for.

Simon Sinek's framework, from Leaders Eat Last, pp. 11 to 94.

Framework 2 of 6 from [Leaders Eat Last](https://tomsharman.com/bookshelf/leaders-eat-last/index.md) by Simon Sinek. Category: Leadership.

## The steps

1. **Endorphins.** Mask physical pain so we keep going through hard physical work and endurance (p. 50).
2. **Dopamine.** Rewards progress toward a visible goal, which makes us a goal-oriented species but also prone to addiction (p. 52).
3. **Serotonin.** Gives the pride of being respected and ties leader and follower together in mutual responsibility (p. 58).
4. **Oxytocin.** Builds lasting trust, empathy and friendship through generosity, time and physical contact (p. 61).

## Where it comes from

From chapter: THE FORCE, pp. 11–94

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/leaders-eat-last/e-d-s-o.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/leaders-eat-last/e-d-s-o-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/leaders-eat-last/e-d-s-o.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/leaders-eat-last/e-d-s-o-dark.png