Start with Why by Simon Sinek is a book about the power of purpose and how it can transform individuals and organizations. The book is divided into three parts, each of which explores a different aspect of the author’s philosophy. The first part introduces the concept of the Golden Circle, which explains why some organizations are more successful than others. The second part examines the biology of leadership and how great leaders inspire action. The third part provides practical advice for applying the principles of the Golden Circle in real-world situations.
The setting of the book is primarily in the business world, but the principles can be applied to any area of life. The author uses various examples from successful companies such as Apple, Southwest Airlines, and Harley Davidson to illustrate his points. The main characters in the book are the leaders of these companies who have successfully implemented the author’s philosophy.
The conflict in the book is the struggle that organizations face in creating a sense of purpose and inspiring their employees to take action. The author argues that many organizations focus too much on the “what” and “how” of their business and fail to communicate their underlying purpose.
The themes of the book are purpose, leadership, and inspiration. The author’s writing style is engaging and easy to follow. He uses a combination of storytelling, research, and practical advice to make his points.
One of the things I enjoyed about the book is the author’s emphasis on the importance of purpose. He argues that having a sense of purpose is essential for both individuals and organizations to achieve their full potential. I also appreciated the practical advice provided in the third part of the book, which includes tips for creating a compelling vision and communicating it effectively.
Overall, I would highly recommend Start with Why to anyone who is interested in leadership, business, or personal development. The book provides valuable insights into the power of purpose and how it can be used to inspire action. Here are ten key takeaways from the book:
1. Purpose is essential for success in any area of life.
2. The Golden Circle explains why some organizations are more successful than others.
3. Great leaders inspire action by communicating their purpose.
4. The limbic system is responsible for our emotions and plays a key role in decision-making.
5. People are more likely to follow leaders who share their values and beliefs.
6. The most successful organizations are those that prioritize their purpose over profits.
7. A clear and compelling vision is essential for inspiring action.
8. Leaders must communicate their vision in a

Start with Why is a book written by Simon Sinek that explores the concept of the “Golden Circle,” which is a framework for understanding how great leaders and organizations inspire action. Sinek argues that the most successful companies and individuals don’t just focus on what they do or how they do it, but instead start with why they do it. By understanding their purpose and values, they are able to create a sense of shared identity and inspire others to follow their lead. The book draws on examples from history and business to illustrate the power of starting with why and provides practical advice for individuals and organizations looking to apply this approach in their own lives.

Start with Why by Simon Sinek is divided into three main parts:
Part 1: A World That Doesn’t Start With Why
– Chapter 1: Assume You Know
– Chapter 2: Carrots and Sticks
– Chapter 3: The Golden Circle
– Chapter 4: This Is Not Opinion, This Is Biology
Part 2: An Alternative Perspective
– Chapter 5: Clarity, Discipline, and Consistency
– Chapter 6: The Emergence of Trust
– Chapter 7: How a Tipping Point Tips
– Chapter 8: Start with Why, But Know How
Part 3: Leaders Need a Following
– Chapter 9: The Biggest Challenge is Success
– Chapter 10: A Lasting Impact
The book begins by discussing how many organizations and leaders focus on the “what” and “how” of their products or services, rather than the “why” behind them. Sinek argues that starting with “why” is essential for successful leadership and inspiring others.
In Part 1, Sinek explores why starting with “why” is so important and how it differs from the traditional approach. He also introduces the concept of the Golden Circle, which consists of three concentric circles representing “why,” “how,” and “what.”
In Part 2, Sinek provides an alternative perspective on leadership and explores how starting with “why” can lead to more trust and loyalty from employees and customers. He also discusses how a tipping point can occur when enough people believe in a cause or idea.
In Part 3, Sinek discusses the challenges that leaders face in maintaining their focus on “why” and how to create a lasting impact. He emphasizes the importance of leaders having a following and inspiring others to join their cause.
Throughout the book, Sinek provides examples of successful leaders and organizations that have started with “why” and the impact it has had on their success.

Chapter 1: Assume You Know
In this chapter, Simon Sinek introduces the concept of the Golden Circle, which consists of three layers: what, how, and why. He argues that most organizations start with what they do and then move on to how they do it, but very few start with why they do what they do. He suggests that starting with why can lead to more successful and fulfilling outcomes.
Chapter 2: The Beginning
Sinek explains that the why of an organization is rooted in its founder’s beliefs and values. He uses the example of Apple and Steve Jobs to illustrate how Jobs’ passion and vision for creating beautiful, user-friendly technology drove the company’s success.
Chapter 3: The Golden Circle
In this chapter, Sinek expands on the Golden Circle concept and explains how it can be used to inspire people and create a sense of purpose. He argues that people are more likely to be motivated by a shared sense of why than by external rewards or punishments.
Chapter 4: This Is Not Opinion, This Is Biology
Sinek delves into the science behind the Golden Circle, explaining how the human brain is wired to respond to stories and emotions. He argues that starting with why taps into the limbic system, which is responsible for our feelings and behavior.
Chapter 5: Clarity, Discipline, and Consistency
Sinek emphasizes the importance of clarity, discipline, and consistency in communicating an organization’s why. He suggests that leaders must be clear about their beliefs and values, and that they must consistently act in accordance with those values.
Chapter 6: The Emergence of Trust
Sinek explains how starting with why can build trust and loyalty among customers and employees. He uses the example of Southwest Airlines to illustrate how a strong sense of purpose can lead to a strong company culture and customer loyalty.
Chapter 7: How a Why Can Change an Entire Industry
Sinek argues that starting with why can lead to disruptive innovation and change an entire industry. He uses the example of the Wright brothers to illustrate how a clear sense of purpose can drive innovation and change the world.
Chapter 8: The Biggest Challenge Is Success
Sinek warns that success can be a double-edged sword, as it can lead organizations to lose sight of their why and become complacent. He suggests that leaders must remain focused on their why and continue to innovate and adapt in order to maintain their success.
Chapter 9: Discover

1. “People don’t buy what you do; they buy why you do it.”
2. “When we are unclear about our own Why, we are forced to rely on external motivators. This makes it very hard to stay motivated for long. To be a leader, we must not only have clarity about what we believe but also be able to communicate it.”
3. “The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
4. “Great leaders are those who trust their gut. They are those who understand the art before the science. They win hearts before minds. They are the ones who start with ‘Why.'”
5. “People don’t follow leaders because they have to; they follow because they want to.”
6. “It’s not about what you do; it’s about why you do it. What you do simply proves what you believe.”
7. “The Why is the purpose, cause, or belief that drives every one of us. It’s the one thing that gives us a sense of direction and meaning.”
8. “The best organizations are those that are able to inspire their employees to believe in the cause and to work towards a common goal.”
9. “The Why is not about making money. That’s a result. It’s a consequence of doing something you believe in.”
10. “If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.”

Introduction:
– The importance of starting with why and how it can inspire people to take action and become loyal supporters.
Part 1: A World That Doesn’t Start With Why:
– Many organizations focus on what they do and how they do it, rather than why they do it.
– This can lead to a lack of inspiration and differentiation in the marketplace.
– Examples of companies that started with why and succeeded, and those that didn’t and failed.
Part 2: An Alternative Perspective:
– The Golden Circle: a model for understanding how successful organizations start with why and communicate it effectively.
– Why is the core belief or purpose of an organization, how is the actions taken to fulfill that purpose, and what is the result or product.
– The importance of defining and communicating the why to inspire and attract loyal supporters.
Part 3: Leaders Need a Why:
– The role of leaders in defining and communicating the why of an organization.
– The importance of authenticity and consistency in leadership.
– How leaders can inspire and motivate their teams by starting with why.
Part 4: How to Rally Those Who Believe:
– The importance of attracting and retaining the right people who believe in the why of an organization.
– Strategies for finding and hiring those who share the same values and beliefs.
– Creating a culture that reinforces the why and inspires people to take action.
Part 5: The Biggest Challenge is Success:
– The challenges that come with success, including complacency and losing sight of the why.
– The importance of staying true to the why and continuing to innovate and improve.
– Examples of companies that lost their why and how they were able to regain it.
Conclusion:
– The power of starting with why and how it can lead to success and fulfillment in both personal and professional life.
– The importance of inspiring others to find their own why and live a purposeful life.

In “Start with Why,” Simon Sinek argues that successful leaders and organizations begin with a clear understanding of their purpose, or “why,” rather than just focusing on the “what” and “how” of their work. He suggests that by starting with why, leaders can inspire and motivate their teams, build strong relationships with customers and stakeholders, and ultimately achieve greater success.
Some practical applications of Sinek’s ideas include:
1. Define your why: Take the time to articulate your organization’s purpose and values, and make sure they are clear and meaningful to everyone involved. Use this as a guide for decision-making and communication.
2. Communicate your why: Make sure your team, customers, and stakeholders understand your why and how it drives your work. Use storytelling and other techniques to make it come alive.
3. Hire for fit: When hiring new team members, look for people who share your values and are motivated by your why. This will help ensure that everyone is aligned and working towards the same goals.
4. Focus on relationships: Build strong relationships with your customers and stakeholders by connecting with them on a deeper level. Show them how your why aligns with their needs and values.
5. Embrace the long-term: Recognize that building a strong, purpose-driven organization takes time and commitment. Stay focused on your why and don’t get distracted by short-term gains or trends.
Overall, Sinek’s ideas can help leaders and organizations build a strong foundation for success by starting with a clear understanding of their purpose and values.

In Start with Why, Simon Sinek argues that successful leaders and organizations start with a clear sense of purpose, or “why,” that inspires and guides their actions. Here are a few examples and anecdotes from the book that support this idea:
– Sinek uses Apple as a prime example of a company that starts with why. He notes that Apple’s “why” is to challenge the status quo and think differently, which has led to products like the iPod, iPhone, and iPad that have revolutionized their respective industries. Sinek argues that Apple’s success is not just due to their innovative products, but also their clear sense of purpose that resonates with their customers.
– The book also discusses the Wright brothers, who were driven by a deep sense of purpose to achieve human flight. Sinek notes that the Wright brothers didn’t have the most resources or technical expertise, but their clear sense of why gave them the motivation and perseverance to keep going despite setbacks and failures. Ultimately, their purpose-driven approach led to the first successful flight in 1903.
– Sinek also shares the story of Herb Kelleher, the founder of Southwest Airlines. Kelleher’s why was to democratize air travel and make it accessible to everyone, not just the wealthy. This purpose guided Southwest’s business model, which focused on low fares, no-frills service, and a fun, friendly atmosphere. Kelleher’s why helped Southwest become one of the most successful airlines in the world, despite facing fierce competition from larger, more established carriers.
– Another example Sinek uses is Martin Luther King Jr., who inspired millions with his “I Have a Dream” speech. Sinek notes that King’s message wasn’t just about civil rights, but about a larger purpose of creating a more just and equal society. This sense of purpose resonated with people of all races and backgrounds, and helped galvanize the civil rights movement.
Overall, these examples and anecdotes illustrate the power of starting with why. When leaders and organizations have a clear sense of purpose that inspires and guides their actions, they are more likely to achieve their goals and make a lasting impact.

In Start with Why, Simon Sinek argues that great leaders and organizations inspire action by starting with the “why” behind their work, rather than just focusing on the “what” or “how.” He emphasizes the importance of having a clear sense of purpose and mission, and using that to guide decision-making and communication.
Key insights from the book include:
– The “Golden Circle” model, which suggests that successful organizations start with their purpose (the “why”), then move to their methods (the “how”), and finally to their products or services (the “what”).
– The importance of understanding and communicating your organization’s “why” in order to build a loyal following and inspire action.
– The difference between “manipulation” and “inspiration” in leadership, and how focusing on the “why” can help leaders inspire their teams and customers.
– The concept of the “Law of Diffusion of Innovation,” which suggests that in order to create widespread change, you need to focus on early adopters and “true believers” who share your sense of purpose and mission.
Overall, Start with Why provides a powerful framework for understanding how great leaders and organizations inspire action, and offers practical advice for how to find and communicate your own “why.”

Start with Why is a powerful book written by Simon Sinek that explores the importance of understanding the “why” behind what we do. Sinek argues that many organizations and individuals focus too much on the “what” and “how” of their actions, while neglecting the underlying purpose or motivation. He uses examples from successful companies like Apple and Southwest Airlines to illustrate how a clear sense of purpose can drive innovation and inspire loyalty among customers and employees. Sinek’s writing style is concise and engaging, making this book an enjoyable and thought-provoking read for anyone interested in leadership, business, or personal development.

Overall, I highly recommend “Start with Why” by Simon Sinek. The book provides a clear and compelling framework for understanding the power of purpose and how it can drive success in both personal and professional settings. Sinek’s writing style is engaging and accessible, making the book an enjoyable and informative read.
One of the strengths of the book is its emphasis on the importance of starting with why, rather than focusing solely on what or how. This approach can help individuals and organizations clarify their purpose and values, which in turn can guide decision-making and inspire action.
Additionally, Sinek provides numerous real-world examples to illustrate his points, which makes the book both relatable and practical. Whether you are a business leader, entrepreneur, or simply someone looking to better understand the power of purpose, “Start with Why” is a valuable resource that I believe can benefit anyone.

Start with Why by Simon Sinek
“Start with Why” by Simon Sinek is a ground breaking book that explores the concept of purpose and its profound impact on individuals, organizations, and society as a whole. Published in 2009, the book has gained widespread acclaim and has become a cornerstone in the field of leadership and personal development.
The central premise of the book revolves around the idea that great leaders, innovators, and organizations all share a common trait: they start with “why” rather than “what” or “how.” Sinek argues that most people and companies can articulate what they do (the products they sell or the services they offer) and how they do it (the processes or strategies they employ), but very few can clearly define why they do what they do—their underlying purpose, cause, or belief.
Sinek introduces a simple but powerful framework called the “Golden Circle” to illustrate this concept. The Golden Circle consists of three concentric circles:
Why: This is the core and the innermost circle. It represents the fundamental purpose or belief that drives an individual or organization. Sinek asserts that “why” is the most crucial and inspirational aspect because it taps into the emotional and motivational aspects of our brains. It answers the question, “Why does this organization exist beyond making money?”
How: The middle circle focuses on the processes, values, and principles that enable an individual or organization to realize their “why.” It’s about the unique approach or methodology that sets them apart from others.
What: The outermost circle deals with the tangible products or services an organization provides. This is the realm of products, services, and actions that an organization takes to fulfil its “why” and “how.”
Sinek argues that the most influential and successful leaders and organizations lead with their “why.” They communicate their purpose and beliefs clearly and consistently, inspiring others to align with their cause. By doing so, they create a loyal following, foster trust, and drive innovation.
Throughout the book, Sinek provides numerous real-world examples to illustrate his points. He discusses iconic figures such as Martin Luther King Jr. and companies like Apple, demonstrating how they’ve effectively used the “Start with Why” approach to inspire and lead. Sinek also delves into the neurobiology behind his theory, explaining how the human brain responds to messages that start with “why” by triggering emotions and driving behaviour.
Sinek also explores the consequences of not starting with “why.” He discusses organizations that have lost their sense of purpose, leading to a decline in success and loyalty. He emphasizes the importance of maintaining a clear sense of “why” even as organizations grow and change.
In the final sections of the book, Sinek offers practical advice on how individuals and organizations can discover or rediscover their “why” and use it to achieve greater success and fulfillment. He provides actionable steps for implementing the “Start with Why” framework and creating a culture that values purpose-driven leadership.
In summary, “Start with Why” by Simon Sinek is a thought-provoking and transformative book that challenges conventional thinking about leadership, success, and motivation. It encourages individuals and organizations to uncover their deeper purpose and use it as a guiding force for meaningful and sustainable growth. Whether you’re a leader, entrepreneur, or simply someone seeking inspiration, this book offers valuable insights into the power of starting with “why.”
Summary of each chapter
Chapter 1: The Importance of Why
In the opening chapter of the book, Simon Sinek introduces us to the core concept of “Starting with Why.” He begins by recounting a series of encounters with various organizations, leaders, and products, illustrating how some are highly successful while others struggle. He poses a fundamental question: “Why are some people and organizations more innovative, influential, and profitable than others?” He suggests that the answer lies in understanding the concept of “why.”
Sinek introduces the Golden Circle, a visual representation of three concentric circles labelled “Why,” “How,” and “What.” He explains that most organizations and individuals can clearly articulate “what” they do and “how” they do it, but very few can effectively express “why” they do it—their core purpose or belief. Sinek argues that those who start with “why” are more likely to inspire loyalty, innovation, and success, as their message speaks to the emotional centres of the human brain.
He provides examples of leaders and organizations that have successfully employed the “Start with Why” approach, such as Martin Luther King Jr., who inspired the civil rights movement by communicating his dream and beliefs rather than the specifics of his plan.
Sinek concludes the chapter by setting the stage for the exploration of the biology behind “why” and how it influences human behaviour and decision-making.
Chapter 2: The Biology of Belief
In Chapter 2, Sinek delves deeper into the biological and neurological aspects of the “Start with Why” concept. He introduces the limbic brain, often referred to as the “feeling” brain, which is responsible for emotions, behavior, and decision-making. This part of the brain plays a crucial role in processing “why” messages.
Sinek explains how the limbic brain responds to the “Golden Circle.” When we encounter a message or communication that starts with “why,” it triggers an emotional response in our brains. This emotional response, in turn, influences our decision-making and behavior. This is why “why” messages are more likely to inspire action and loyalty than messages that start with “what” or “how.”
He contrasts this with the neocortex, the “thinking” brain, which processes information logically and rationally. Messages that start with “what” or “how” primarily appeal to the neocortex, which is less effective at driving action and commitment.
Sinek emphasizes that understanding the biology of belief is essential for leaders and organizations seeking to inspire others and create lasting change. By speaking to the emotional centers of the brain, leaders who start with “why” can connect with their audience on a deeper level and drive them to take action.
These first two chapters set the foundation for the book’s exploration of how the “Start with Why” concept can be applied to leadership, marketing, and organizational culture, and why it’s crucial for success in these areas.
Chapter 3: The Golden Circle
In this chapter, Simon Sinek further elaborates on the concept of the Golden Circle, which consists of three concentric circles: “Why,” “How,” and “What.” He argues that most organizations start by explaining “what” they do, followed by “how” they do it, and rarely delve into “why” they do it. Sinek emphasizes that great leaders and successful organizations reverse this order, starting with “why” and working outward. He uses examples like Apple and the Wright brothers to illustrate this concept.
Sinek also introduces the idea of the Law of Diffusion of Innovation, which shows how ideas and innovations spread through a population. He explains that innovators and early adopters are driven by “why,” while the majority are influenced by “what” and “how.”
Chapter 4: This Is Not Opinion, This Is Biology
In this chapter, Sinek delves deeper into the biological and neurological underpinnings of the “Start with Why” concept. He discusses the role of two brain regions: the limbic brain, which is responsible for emotions and decision-making, and the neocortex, which handles rational thought and language. Sinek explains that “why” messages, which speak to the limbic brain, are more effective at inspiring action and loyalty than messages that appeal primarily to the neocortex. He provides scientific evidence to support these claims.
Sinek also introduces the concept of the “feeling brain” and the “thinking brain” and how they interact. This understanding is key to why “why” messages have a more profound impact on human behavior.
Chapter 5: Clarity, Discipline, and Consistency
In this chapter, Sinek emphasizes the importance of clarity, discipline, and consistency in communicating one’s “why.” He discusses how leaders and organizations that are clear about their purpose can inspire trust and loyalty among their followers. Sinek also explains that discipline is required to ensure that actions and decisions align with the “why.”
He introduces the concept of the “Celery Test,” which highlights how people can quickly tell if a company or leader has a clear “why.” The test involves evaluating whether a company would be trusted to sell a product as personal as celery. If the company’s “why” aligns with healthy living and sustainability, it passes the test.
Sinek also underscores the importance of consistency in maintaining the integrity of the “why.” He warns against the dangers of mission drift, where organizations lose their sense of purpose over time.
Chapter 6: The Proof of the Why
In this chapter, Sinek explores the real-world examples of companies and leaders who have successfully applied the “Start with Why” concept. He discusses the success stories of Apple, Southwest Airlines, and others, demonstrating how they have used their “why” to build loyal customer bases and innovate.
Sinek also explains how the “why” extends beyond attracting customers to attracting employees who share the same values and beliefs. Companies that lead with their “why” often have more motivated and engaged employees.
Chapter 7: The Origins of a Why
In this chapter, Sinek delves into the process of discovering and articulating one’s “why.” He encourages individuals and organizations to reflect on their past experiences, values, and beliefs to uncover their underlying purpose. Sinek suggests that personal and collective experiences shape our “why” and that understanding these experiences is essential for finding our sense of purpose.
He also introduces the concept of the “Split” and explains how some organizations struggle with a disconnect between their stated “why” and their actions. To address this, he advises leaders to be authentic and consistent in their pursuit of their “why.”
These chapters provide further insights into the practical applications of the “Start with Why” concept, as well as guidance on how to discover and communicate one’s purpose effectively.
Chapter 8: The New Competition
In this chapter, Simon Sinek explores how understanding and communicating “why” can give organizations a competitive edge. He argues that businesses should compete based on their unique values and beliefs, rather than just price or features. Sinek presents the concept of the “Infinite Game,” where organizations focus on long-term, purpose-driven goals rather than short-term wins. He illustrates this with examples from companies like Walmart and Southwest Airlines.
Sinek also discusses how companies can adapt and innovate by staying true to their “why” while adjusting their “how” and “what” as needed.
Chapter 9: The Emergence of Trust
In this chapter, Sinek delves into the importance of trust in leadership and business. He argues that trust is built on transparency, consistency, and authenticity, all of which are reinforced by a clear “why.” Sinek provides examples from companies like Zappos and USAA, which have built trust by leading with their “why.”
He also emphasizes that trust extends to employees and how leaders who prioritize their team’s well-being can create a culture of trust and loyalty.
Chapter 10: How a Tipping Point Tips
Sinek discusses the concept of the tipping point, where an idea or movement reaches a critical mass and spreads rapidly. He emphasizes the role of early adopters and those who passionately believe in the “why” as catalysts for this tipping point. He draws examples from social and political movements, such as the Civil Rights Movement and the spread of ideas like the “Law of Diffusion of Innovation.”
Sinek explains how once a tipping point is reached, momentum can carry an idea forward, provided it maintains its clarity of purpose.
Chapter 11: Start with Why, but Know How to Hire
In this chapter, Sinek explores how organizations can attract and retain employees who share their values and beliefs. He argues that hiring should not be solely based on skills but should also consider cultural fit and alignment with the company’s “why.” Sinek provides examples from companies like Johnson & Johnson and Disney to illustrate how they prioritize culture and values in their hiring processes.
He also discusses the importance of onboarding and training to reinforce the company’s “why” and align new employees with its purpose.
Chapter 12: A Lasting Legacy: The Bigger Why
Sinek concludes the book by discussing the concept of a “Bigger Why,” which refers to a purpose that extends beyond individual or organizational success. He emphasizes the idea that the most successful and fulfilled people and organizations are those that contribute positively to society and leave a lasting legacy.
Sinek provides examples of individuals like Nelson Mandela and organizations like the Red Cross, which have made a significant impact on the world by focusing on a Bigger Why. He encourages readers to consider their own Bigger Why and the impact they want to have on the world.
In the final pages of the book, Sinek reinforces the importance of starting with “why” and encourages readers to apply the concepts discussed throughout the book in their personal and professional lives.
“Start with Why” concludes with a powerful message about the enduring significance of purpose, belief, and the ability to inspire positive change through a clear and authentic “why.”
Practical Application
In “Start with Why,” Simon Sinek argues that successful leaders and organizations begin with a clear understanding of their purpose, or “why,” rather than just focusing on the “what” and “how” of their work. He suggests that by starting with why, leaders can inspire and motivate their teams, build strong relationships with customers and stakeholders, and ultimately achieve greater success.
Some practical applications of Sinek’s ideas include:
1. Define your why: Take the time to articulate your organization’s purpose and values, and make sure they are clear and meaningful to everyone involved. Use this as a guide for decision-making and communication.
2. Communicate your why: Make sure your team, customers, and stakeholders understand your why and how it drives your work. Use storytelling and other techniques to make it come alive.
3. Hire for fit: When hiring new team members, look for people who share your values and are motivated by your why. This will help ensure that everyone is aligned and working towards the same goals.
4. Focus on relationships: Build strong relationships with your customers and stakeholders by connecting with them on a deeper level. Show them how your why aligns with their needs and values.
5. Embrace the long-term: Recognize that building a strong, purpose-driven organization takes time and commitment. Stay focused on your why and don’t get distracted by short-term gains or trends.
Overall, Sinek’s ideas can help leaders and organizations build a strong foundation for success by starting with a clear understanding of their purpose and values.

Quotes from the book
1. “People don’t buy what you do; they buy why you do it.”
2. “When we are unclear about our own Why, we are forced to rely on external motivators. This makes it very hard to stay motivated for long. To be a leader, we must not only have clarity about what we believe but also be able to communicate it.”
3. “The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”
4. “Great leaders are those who trust their gut. They are those who understand the art before the science. They win hearts before minds. They are the ones who start with ‘Why.’”
5. “People don’t follow leaders because they have to; they follow because they want to.”
6. “It’s not about what you do; it’s about why you do it. What you do simply proves what you believe.”
7. “The Why is the purpose, cause, or belief that drives every one of us. It’s the one thing that gives us a sense of direction and meaning.”
8. “The best organizations are those that are able to inspire their employees to believe in the cause and to work towards a common goal.”
9. “The Why is not about making money. That’s a result. It’s a consequence of doing something you believe in.”
10. “If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.”