Start with Why – Simon Sinek

People Buy Your Beliefs, Not Your Product

Why is Apple Apple? Why did Martin Luther King Jr. lead the Civil Rights movement? Why did the Wright Brothers fly when others failed?

They all did the same thing: They started with Why.

Simon Sinek discovers a pattern in the way great leaders think, act, and communicate that is the complete opposite of everyone else. Most people talk about What they do. Inspiring leaders talk about Why they do it.

The Core Concepts

Sinek provides a framework for leadership that speaks to the biology of the human brain.

The Golden Circle

Imagine three concentric circles.

• Outer: WHAT (Everyone knows what they do).
• Middle: HOW (Some know how they do it).
• Center: WHY (Very few know why they do it). Inspirational companies communicate from the Inside-Out. "We believe in challenging the status quo (Why). We do this by making beautiful, user-friendly products (How). We just happen to make computers (What)."

The Limbic Brain

This isn't just marketing fluff. The "Why" corresponds to the Limbic Brain—the part of our biology that controls feelings, trust, and decision-making, but has no capacity for language. This is why "it just feels right" is a valid reason for choosing a brand.

The Law of Diffusion of Innovation

You don't need everyone. You just need the Innovators and Early Adopters who share your beliefs. Once you have them, the rest of the market will follow.

Should You Read This Book?

If you are struggling to find your customers or motivate your employees, you are likely communicating the "What." This book will teach you how to find your "Why."

Grab your copy on Amazon and inspire action.

Lead a Movement

Purpose is the ultimate competitive advantage.

• Leaders Eat Last Summary – Sinek’s guide to team safety.
• Personal Branding – Communicating your "Why" online.
• Building Passive Income – Funding your "Why."

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