'Start With Why' by Simon Sinek

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Simon Sinek’s Start With Why was one of the very first books on professional development and entrepreneurship that I ever read. It is a thought-provoking journey into the idea of true purpose and how it can transform your approach to life, both professionally and personally.

From the very first pages, Sinek lays out a compelling argument: the most successful leaders and organisations are those that understand and communicate their “why.” This central idea is articulated through the metaphor of the Golden Circle, which consists of three concentric circles: Why, How, and What. Many companies are driven by factors which result from operating from the outside in, focusing on what they do and how they do it. Sinek argues that true inspiration, success and, ultimately, business longevity comes from starting with why they do what they do and building from there.

Many of the concepts in the book could be hard to grasp firmly if they were pure theory. However, Sinek draws on a variety of case studies, from Apple to Martin Luther King Jr., showcasing how these figures and organisations have effectively communicated their core beliefs. The story of Apple, in particular, resonated with me. Apple’s purpose isn’t to make computers or phones or tablets. It is to challenge the status quo, to stand out and stand apart. Sinek explains how the company’s focus on its purpose has cultivated a loyal following. It’s a reminder that people don’t just buy products; they buy into a vision, or as he says people “don’t buy what you do, they buy why  you do it”. Are Apple’s products always the best? Almost certainly not, but because their ‘why’ is clear, their customers are fiercely loyal.

Sinek also emphasises the importance of authenticity in leadership. One of his many easily quotable sayings is “Being right doesn’t make us trustworthy. Being honest makes us trustworthy.”  He argues that when leaders communicate their why honestly, they earn trust and loyalty among their teams. This is crucial in today’s corporate environment, where employee engagement is more and more important. The notion that people can be inspired by a shared purpose rather than just a paycheck is both refreshing and motivating and perhaps holds the key to staff retention, employee progression and growth and, ultimately, shared success.

Sinek’s ability to blend psychological insights with practical advice makes this book not only relatable and a good read but also actually useful. He explores the science behind decision-making, explaining how our brains are wired to naturally respond to emotions rather than logic. Understanding this is essential for anyone looking to lead effectively or create a meaningful connection with others.

Through the insights, examples and challenging questions contained in this book, I was encouraged to reevaluate my own motivations and the real purpose behind why I started my company. It led me to stop and consider not just what I want to achieve, but why I want to achieve it.

Start With Why is a must-read for anyone  either looking to set out on their own or already on the journey and looking to inspire others. Simon Sinek has written a book that not only challenges conventional thinking and approaches to business and relationships but also encourages us to dig deeper into our motivations. Whether you’re a business leader, an entrepreneur starting out, or simply someone seeking direction in life, this book will inspire you to discover your own why. This is genuinely one of the best business books I have ever read and would highly recommend you grab a copy!