review start with why simon sinek

Book Review of Start With Why by Simon Sinek

"People don’t buy WHAT you do, they buy WHY you do it."

We are huge fans of Simon Sinek so a book review of Start With Why is a must. Our first exposure was his 2009 TED Talk, START WITH WHY, since watched by 40 million viewers, and is the third most popular TED video of all time. We couldn’t get enough, so we bought and devoured his inspiring bestseller by the same title.

START WITH WHY shows that the leaders who’ve had the greatest influence in the world all think, act, and communicate the same way — and it’s the opposite of what everyone else does.

He starts with these fundamental questions:

  • Why are some people and organizations more innovative, more influential, and more 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?

And then goes on to show how people like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, and none of the typical predictors of success—money, fame, education—but they all started with WHY. They realized that people won’t truly buy into a product, service, movement, or idea until they understand the WHY behind it.

Sinek calls this powerful idea The Golden Circle and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. The Golden Circle includes the WHY, HOW and WHAT of a business or organization.

Why. Very few people or companies can clearly articulate why they do what they do. Your why isn’t about making a profit—that’s a result. Why is all about your purpose. Why does your company exist? Why do you get out of bed in the morning? And why should anyone care?

How. Some people and companies know how they do what they do. Whether you call it their differentiating value proposition or unique selling proposition, HOWs are often given to explain how something is different or better.

What. Every single company on the planet knows what they do. This is true no matter how big or small the company is, or no matter what industry they belong to. Everyone can easily describe the products or services their company sells or the job function they have within the company.

Sinek says that for great leaders, The Golden Circle is in balance. They are in pursuit of WHY, they hold themselves accountable to HOW they do it and WHAT they do serves as the tangible proof of what they believe.

He compellingly connects other important concepts, like how The Golden Circle matches the way our brain operates. Our neocortex, corresponds with the WHAT level. This is responsible for all our rational and analytical thought and language. This allows us to look through vast amounts of facts and figures, but it doesn’t drive behavior. However, the middle two sections make up our limbic brain and are responsible for all of our feelings, like trust and loyalty. This roughly corresponds with the WHY level. This area of the brain is responsible for all human behavior and all our decision making.

We highly recommend START WITH WHY to all entrepreneurs, organizational leaders and small business owners and hope it inspires you as much as it has us! We get a very small commission if you purchase it from this link on Amazon: Start With Why by Simon Sinek. There’s lots more to inspiration on his website.

Simon is the author of multiple best-selling books including Start With Why (global bestseller), Leaders Eat Last (New York Times and Wall Street Journal bestseller), Together is Better (New York Times and Wall Street Journal bestseller), Find Your Why and The Infinite Game.

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5 Star Review Start With Why by Simon Sinek - Optimum Digital Marketing and Web Design

Get inspired by Simon Sinek's Start With Why


Author: Simon Sinek

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