Start with Why

Simon Sinek

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"Start with Why" is a book written by Simon Sinek and published in 2009. The book focuses on the importance of understanding and communicating the fundamental "why" behind the actions and decisions of an organization or individual. Sinek introduces a concept called "The Golden Circle," which consists of three levels: "Why," "How," and "What."

At the innermost level of the circle is the "Why," representing the deep and motivating reason behind what we do. Sinek argues that people and organizations that begin by communicating their "why" are more successful in inspiring others and in decision-making. In contrast, many organizations focus on the "What" (the products or services they offer) and the "How" (the methods and processes used), but fail to emotionally connect with their audience.

The book uses examples from successful companies, such as Apple and Martin Luther King Jr., to illustrate how a focus on the "why" can generate loyalty and commitment. Sinek also advocates for the importance of finding an authentic and enduring purpose, rather than simply seeking short-term gains.

In summary, "Start with Why" emphasizes the significance of motivation and purpose in decision-making and communication, and provides a framework for understanding how organizations can inspire others by focusing on their "why" rather than just the "what" and "how."