START WITH WHY BY SIMON SINEK

Key Concepts

The Golden Circle: a diagram that explains Sinek’s core argument using three concentric circles:

• WHY: The core belief, purpose, or cause. Why does your organization exist? Why do you get out of bed in the morning?
• HOW: The processes, specific actions, or unique value propositions that bring the "Why" to life.
• WHAT: The actual products or services a company sells.

• Inside-Out Communication: Most organizations communicate from the outside in (WHAT, then HOW, then rarely WHY), expecting behavior change by sharing facts and figures. Inspiring leaders, like Apple, communicate from the inside out: "Everything we do, we believe in challenging the status quo... We just happen to make great computers. Want to buy one?" People buy why you do it, not what you do.
• Trust and Loyalty: People are motivated by belonging and a shared sense of purpose. Communicating your "Why" attracts customers and employees who believe what you believe, fostering genuine trust and fierce loyalty that transcends price or features.
• The Clarity of WHY is Crucial: Over time, as a business grows, the "What" becomes easier to measure and the "How" becomes a process. If the "Why" is forgotten, the company loses its sense of direction and ability to inspire.
• The Law of Diffusion of Innovation: Sinek uses this bell curve to explain that innovators and early adopters (the first 15-18% of the population) are the ones who respond to the "Why." To achieve mass-market success, you must first inspire this critical mass of early adopters who will then influence the early majority.
• Authenticity: Success is sustained only when the "Hows" and "Whats" are in perfect alignment with the "Why." Every action must be an authentic representation of your core purpose.