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The cover of Start with Why

Start with Why

Simon Sinek, 2009

People follow leaders who make them believe, not just buy. Learn the simple pattern behind Apple, Southwest and Dr. King, and how to find and keep your own why.

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12 parts, about 22 minutes to read.

Why read it

  • Introduces the Golden Circle of why, how and what, and argues inspiring leaders communicate from the inside out rather than starting with the product
  • Contrasts manipulation through price and promotions with inspiration, using car makers, Apple and Southwest Airlines to show why loyalty needs a cause
  • Explains how a founder's purpose gets lost as a company grows, and offers the celery test and a method for finding your own why

Who it is for

  • Founders trying to put a clear purpose behind their company
  • Managers who want a team that believes in the work
  • Marketers tired of competing on price and promotions

What the summary covers

  1. Leaders and Those Who Lead2 min
  2. Manipulation or Inspiration2 min
  3. The Golden Circle2 min
  4. Not Opinion, but Biology2 min
  5. Clarity, Discipline and Consistency2 min
  6. Trust and the People Who Believe2 min
  7. How a Tipping Point Tips2 min
  8. WHY Needs HOW2 min
  9. Symbols and the Celery Test1 min
  10. When WHY Goes Fuzzy2 min
  11. Discovering Your WHY2 min
  12. The New Competition1 min

Recommended by

  • William UryCoauthor of Getting to Yes
    Start with Why is one of the most useful and powerful books I have read in years. Simple and elegant, it shows us how leaders should lead.
  • Chuck HornerRetired US Air Force general who commanded coalition air forces in Operation Desert Storm
    Start with Why fanned the flames inside me. This book can lead you to levels of excellence you never considered attainable.
  • Mokhtar LamaniMoroccan diplomat and former Arab League envoy to Iraq
    Each story will force you to see things from an entirely different perspective. A perspective that is nothing short of the truth.
  • Polly LaBarreCoauthor of Mavericks at Work
    A powerful and penetrating exploration of what separates great companies and great leaders from the rest.

About the author

  • Simon SinekAuthor and speaker on business leadership
    • Born in Wimbledon in 1973; as a child he lived in Johannesburg, London and Hong Kong before his family settled in the United States.
    • Earned a BA in cultural anthropology from Brandeis University, then studied law at City, University of London.
    • Began his career at the New York ad agencies Euro RSCG and Ogilvy & Mather, then launched his own business, Sinek Partners.
    • Lost his passion for his work before this book; learning about starting with Why changed that, and he wrote the book to share the idea.
    • A trained ethnographer, he studies the people and organizations that make the greatest and longest lasting impact.
    • His TED talk based on this book, How Great Leaders Inspire Action, is one of the most widely viewed of all time.
    • Founded The Optimism Company, a leadership learning and development company, and publishes other authors through Optimism Press with Penguin Random House.
    • Is an adjunct staff member with the RAND Corporation and often works with branches of the US Armed Forces and agencies of the US government.

Read it alongside

  • Puts it into practiceShoe Dog

    Simon Sinek argues that new ventures should first reach people who share their beliefs; Phil Knight recalls selling shoes at track meets where he shared a belief in running, while Jeff Johnson kept up letters with customers.

  • Goes deeperThe Culture Code

    Simon Sinek tests actions against WHY; Daniel Coyle shows teams interpreting purpose signals together to guide choices.

  • Goes deeperWanting

    Simon Sinek says shared purpose can inspire action; Luke Burgis explains how leaders model desires and bear responsibility for what they shape.

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