Start With Why


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Written By: Simon Sinek

Read By: Simon Sinek

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Publisher’s Summary: In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who’ve watched his TED Talk based on START WITH WHY — the third most popular TED video of all time.
Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?
People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won’t truly buy into a product, service, movement, or idea until they understand the WHY behind it.
START WITH WHY shows that the leaders who’ve had the greatest influence in the world all think, act, and communicate the same way — and it’s the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

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Start With Why: Simon Sinek
Audio Book Summary

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Most people and businesses know “What” they do. Many know “How” they do what they do. But very few know “Why” do what they do. The latter, those who know “Why” do what they do, are often the most successful.

The concept of the Golden Circle, Sinek’s theory, is quite simple: We have 3 circles, beginning with the “Why”, surrounded by the “How”, and both surrounded by the “What”. Every organization in the world knows what they are doing. Few, they know how they do it, and only a fairly limited number of companies, know why they do it.

Sinek tells us that most companies communicate in their advertising messages the “What”. The idea, and the reason other companies succeed, is that they communicate their messages from the inside, from the “Why”, outwards. This is the central message of the book: the rest of the people will trust us and our products more if they feel there is a WHY, a purpose in our business venture.

A couple of decades ago, business consultants asked companies to identify their mission and vision. Sinek asks them to go one step further. “What you produce is nothing more than the concrete proof of WHY you do it.

Also, The way great leaders inspire action is starting with the “Why”. That is, they communicate from the inside out in the “Golden Circle”.

The “Why” is the vision of a future that does not yet exist, the purpose or belief that is clear in the mind of the “dreamers” or “visionaries” as we usually call them. The “How” are the actions we take to realize the vision and that must be aligned with our values, principles, strengths and beliefs.

The “What” is the result of what is what we believe in.  We follow leaders voluntarily because they inspire us. Because they have a “why”. No matter what they sell us, we will always buy them.

This is the most useful message from Sinek: who has a “why” inspires confidence and makes us want to help. If you have a clear “why”, others will trust you and want to help you.

To discover your “Why” you need to look at the past, understand what are the themes that recur throughout your life and identify what is always what guided your behavior. Many times discovering your “Why” is similar to discovering your passion.