Start With Why: How Great Leaders Inspire Everyone To Take Action by Simon Sinek
Start With Why is one of my all-time favorite books. In the Preface, Sinek explains that his motivation for writing this book came from no longer feeling fulfilled by his work. He yearned to rekindle his passion and through this process discovered WHY. He needed to find his own WHY in order to restore his passion and fulfill his purpose.
The stories that follow embody a common pattern – the success all starts with a clear WHY: the cause or belief that drives what they do. Sinek introduces the concept of “The Golden Circle” which provides an alternative perspective to current assumptions about why some leaders have disproportionately out-performed and influenced others. The core or inside of The Golden Circle is the WHY. The next ring, the HOW, is described as the differentiating value proposition. Both the HOW and the WHY connect to the limbic brain, where emotions exist and decisions are made. The outside of the circle is the WHAT; this is the easiest to identify because it’s the products of services. The WHAT is connected to the neocortex, where rational analytical thinking occurs.
Sinek explains, “Differentiation happens in WHY and HOW you do it. The Golden Circle provides a way to communicate consistently with how individuals receive information. For this reason, an organization must be clear about its purpose, cause or belief and make sure that everything they say and do is consistent with and authentic to that belief. If the levels of The Golden Circle are in balance, all those who share the organization’s view of the world will be drawn to it and its products like a moth to a light bulb.”
This is a great read for leaders of all levels who are looking to discover their WHY. Sinek is a brilliant and inspiring writer and speaker.