Start With Why

by Simon Sinek

Simon Sinek asks why some leaders and organizations, like Apple, Southwest Airlines and Martin Luther King Junior, inspire loyalty while others with similar resources do not. His answer is a simple model he calls the Golden Circle. Most organizations communicate from the outside in. They start with what they do, then how they do it, and rarely say why. Inspiring leaders reverse the order and start with their purpose. Sinek argues this works because it speaks to the part of the brain that drives feelings and decisions. He contrasts short-term manipulation, like discounts and promotions, with lasting inspiration built on trust. He shows how a clear why attracts early believers who carry ideas into the mainstream. He also warns that organizations lose their way when growth makes the why fuzzy.

7 narrated, animated lessons · about 15 minutes in total.

Play lesson 1