Start with Why

Start with Why is a guide explaining why some individuals, organisations and leaders inspire others and achieve lasting success, while others don't. Sinek introduces the concept of the Golden Circle, a focused way of communicating and making decisions that puts "why" (the reason or mission) at the centre, before "how" and "what". He shows that successful leaders and companies (such as Steve Jobs or Martin Luther King Jr.) always started with the fundamental reason for their existence, inspiring trust, loyalty and real action among collaborators and customers. The book uses real-world examples to teach how to identify and communicate your "why" in work, business and life.