Book Review: Start with WHY by: Simon Sinek3 min read

Start with WHY is a great book that speaks on ‘’How great leaders inspire everyone to take action.” It is a must read for anyone how wants to be great in business and truly wants to build their brand of uniqueness.

Interesting enough is that my prior blog covered “The Art of Influence” another great book that explains influence is in your ability to change another person’s thoughts, beliefs and actions. In order to be successful in business, you have to be able to influence people. “Start with WHY” is a book that takes that message to the next level.

What really impacted me in reading this book was simply what Simon calls the Golden Circle. The Golden Circle is essentially how we communicate our message to our consumers. In most cases people and companies communicate their message from the outside in. Let me explain. When you meet someone and ask what they do or who they represent they usually tell you What they or their company does – they sometimes then tell you How they do it – however how often do they tell you WHY they do what they do?

The example Simon uses in the book is Apple Computer. We all know that Apple has done an extraordinary job of creating their brand. However what would it look like if Apple was to communicate their message from the outside in? It would sound like this – “We make great computers… They’re beautifully designed, simple to use and user friendly… Wanna buy one?” Hardly the message when you think of Apple. Would this message inspire you? Would this message captivate you to become a raving fan of the company? Most likely not!

Now let’s dissect a message from the inside out by starting with WHY. When you start with your WHY you are communicating a purpose, cause or belief that inspires others. Now explaining How you do it simply backs up your WHY. Then when you get to What you or your company does – the consumer is already hooked.

Again, let’s take a look at Apple computer communicating their message from the inside out – “Everything we do, we believe in challenging the status quo. We believe in thinking differently… The way we challenge the status quo is by making our products beautifully designed, simple to use and user Friendly… And we make great computers – Wanna buy one?” Are you inspired now, most likely yes!

It is not What the inspiring leaders and organizations do. Every one of them, regardless of size or industry thinks, acts and communicates from the inside out. People simply don’t buy What you do, they buy WHY you do it.

Think of it this way, Achievement comes when you pursue and attain what you want. Success comes when you are clear in pursuit of WHY you want it. Only when you are clear on your WHY can others be clear.

Martin Luther King was a great and inspiring leader – was it his What that made so many people of all races and color follow him or was it his WHY? Hmm, something to think about.

If you need to get clear on your WHY, pick up the book, go to you tube to visit Simon at or feel free to contact Coach Michael.