Those who start with WHY never manipulate, they inspire. Starting with WHY works in big business and small business, in the nonprofit world and in politics. WHY does your organization exist? WHY does it do the things it does? WHY do customers really buy from one company or another? WHY are people loyal to some leaders, but not others? WHY is not money or profit- those are always results. And it all starts with WHY.Īny organization can explain what it does some can explain how they do it but very few can clearly articulate why. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be lead, and people can be inspired. In studying the leaders who've had the greatest influence in the world, Simon Sinek discovered that they all think, act, and communicate in the exact same way - and it's the complete opposite of what everyone else does.

It was their natural ability to start with why that enabled them to inspire those around them and to achieve remarkable things.

People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with why. Why are some people and organizations more innovative, more influential, and moer profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?

Sinek start with why