“Start With Why” by Simon Sinek

Many companies are doing business backwards, challenges leadership and organization consultant Simon Sinek. They’re telling us WHAT they do – what the product does, what services are available, what’s new – but what’s really important is WHY they are doing what they do.

And many leaders are leading companies backwards, too – stressing WHAT companies do best, instead of WHY employees should work there.

“Start With Why: How Great Leaders Inspire Everyone to Take Action” (2009) reveals how we can be great leaders both personally and as businesses. The central idea is that great leaders and great companies are able to inspire people who want to take action – whether it’s buying a product or working for a company.

Great leaders give people a sense of purpose or belonging, understanding the value in the things we cannot see.

Articulating WHY. “People don’t buy WHAT you do, they buy WHY you do it.” If we start with WHY, we will understand how to do business and what to do. Sinek discusses how businesses manipulate our buying behavior, but these tactics are only effective for individual transactions; they do not create brand loyalty. “Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you,” Sinek clarifies. And to create brand loyalty, you need to communicate why you’re in business.

Sinek offers some examples of WHY. Apple empowers the individual spirit. Disney promotes good, clean family fun. Martin Luther King Jr. believed in equality and how we treat people.

Hiring for WHY. “Great companies don’t hire skilled people and motivate them, they hire already motivated people and inspire them.” Sinek voices something we don’t usually put into words: We want to do business with people who believe what we believe. “We are drawn to leaders and organizations that are good at communicating what they believe.”

Staying true to WHY. “The single greatest challenge any organization will face is… success.” It’s easy to lose focus of WHY and start focusing on WHAT. We need to measure success in a way that is true to our WHY, not just products sold or contracts signed. For example, Christina Harbridge founded collection agency Bridgeport Financial based on treating people with compassion, and bonuses are given based not on collections, but on how many “thank you” cards agents send to clients.

Trust matters. When we trust the culture or organization, we are willing to take risks to advance the culture or organization as a whole.  Clarity of purpose makes people take action for themselves. “With a WHY clearly stated in an organization, anyone within the organization can make a decision as clearly and as accurately as the founder.”

The importance of WHY we do things and finding our purpose resonates with me. I want to do work that is meaningful and work with people who believe in the same values. And I want to invite others to share in that purpose.

What is your WHY at work? Does your company’s purpose inspire you to take action? What is your WHY in life?

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2 Comments on ““Start With Why” by Simon Sinek”


  1. Very nicely written , great read


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