Start With Why

Simon Sinek’s Start With Why advocates for the fundamental importance of defining and communicating one’s purpose, cause, or belief — referred to as the “WHY.” Sinek argues that the most successful and inspiring leaders and organizations begin with a clear understanding of their purpose and then move outward to the “HOW” and “WHAT.” Instead of starting with tangible products or services (the “WHAT”), Sinek emphasizes the need to articulate and prioritize the underlying reason or motivation (the “WHY”) that drives actions and decisions.

Sinek contends that people are inspired by a sense of purpose, and that effective communication begins by expressing this purpose. He challenges the conventional approach of starting with the “WHAT” and advocates for starting with the “WHY” to connect with others on a deeper, more meaningful level. According to Sinek, genuine inspiration and trust are built when individuals and organizations align their actions with a shared sense of purpose.

Sinek introduces the concept of the “Golden Circle,” illustrating that successful leaders and organizations operate from the inside out, focusing on the “WHY” before moving to the “HOW” and “WHAT.” He emphasizes that people don’t merely buy products or services; they are drawn to the underlying purpose or belief system. Sinek also mentions the “Celery test” as a metaphorical example, suggesting that if a company can effectively communicate the purpose behind selling celery beyond its nutritional value, it demonstrates the clarity of its “WHY.” In essence, Start With Why encourages leaders to prioritize purpose-driven communication, foster innovation at all levels, and build trust by authentically aligning actions with a shared sense of purpose.