“Start with Why: How Great Leaders Inspire Everyone to Take Action” is a motivational book by Simon Sinek that emphasizes the importance of understanding the purpose behind everything we do.
The central argument of the book is based on what Sinek calls “The Golden Circle,” a concept which comprises three concentric circles: the ‘Why’ at the center, surrounded by the ‘How’, and finally the ‘What’. Most organizations, Sinek argues, know ‘What’ they do (the products they sell or services they offer), some know ‘How’ they do it (their unique differentiators or strengths), but very few know ‘Why’ they do what they do, i.e., their purpose, cause, or belief that inspires them to do what they do.
According to Sinek, influential and successful leaders or organizations like Martin Luther King Jr., Steve Jobs, and the Wright Brothers, all think, act, and communicate the same way, which is the complete opposite to everyone else. They ‘Start with Why.’ They express why they do what they do, then they explain how they do it, and finally what they do. This method of communication is powerful as it speaks directly to the part of the brain that influences behavior.
The book underscores that people don’t buy ‘what’ you do; they buy ‘why’ you do it. This ‘why’ can inspire employees, customers, and investors to rally even when there are significant obstacles.
In the end, Sinek reminds us that the ability to inspire starts with the clarity of why. By starting with why, organizations can inspire action from their employees and customers, leading to greater loyalty, differentiation, and long-term success.
“Start With Why” offers a number of case studies to illustrate the points being made. Here are summaries of three of them:
- Apple: Apple’s approach serves as a key example throughout the book. Sinek compares Apple to other computer companies, noting that while many companies say, “We make great computers, they’re beautifully designed, simple to use and user-friendly, buy one.” Apple’s message starts with “Why.” Steve Jobs, Apple’s late CEO, communicated that everything Apple does is meant to challenge the status quo and to think differently, and only then does Apple explain how they challenge the status quo by making their products beautifully designed, simple to use, and user-friendly.
- Martin Luther King Jr.: Sinek uses the civil rights movement as an example of the power of “Why.” He highlights how Martin Luther King Jr. didn’t have a plan, he had a dream. Dr. King’s ability to communicate the “Why” of his dream inspired people to follow him. Sinek emphasizes that it was not the details of the plans that inspired people to march on Washington, but the belief in total equality and a free America.
- The Wright Brothers: The book mentions the story of the Wright brothers and their competitor, Samuel Pierpont Langley in the race to invent powered flight. Langley had more resources, more experience, and more public attention. However, the Wright brothers were driven by a compelling ‘Why’ – they believed that if they could figure out this flying machine, it would change the course of the world. The Wright brothers’ clear ‘Why’, their passion, and their belief ultimately led to their success.