Start with the why

Simon Sinek

In 2009, Simon Sinek launched a movement to help people find a deeper sense of purpose at work, adding a new term to the business lexicon: "why." Now, people and businesses regularly talk about "why." More than a billion people worldwide have watched Sinek's videos, including more than 65 million who have viewed his TED talk "Start with Why."

Sinek begins with a fundamental question: Why are some people and organizations more innovative, influential, and profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to replicate their success over and over again? Start with Why shows that the leaders who have had the greatest influence on the world all think, act, and communicate the same way—the opposite of what everyone else does. People like Martin Luther King Jr., Steve Jobs, and the Wright brothers had little in common, yet they inspired people not by what they did... but by the reasons they did it. Sinek offers a simple framework that inspires people to build organizations and lead movements in a more powerful and effective way. And it all starts with “why.” With a new introduction that addresses the importance of holding on to “why” in a distracted age, new examples, and updated original stories, this fifteenth-anniversary edition celebrates a simple but transformative idea that changed the way we think about leadership and legacy.