Start With Why
How Great Leaders Inspire Everyone to Take Action
People don't buy what you do, they buy why you do it: the Golden Circle idea that launched a thousand mission statements
Sinek’s central claim, drawn from his enormously popular TED talk, is that inspiring leaders and companies all think, act and communicate in the same way, and it is the opposite of everyone else. They start with why, their purpose and belief, then move outward to how and what. He uses Apple, the Wright brothers and Martin Luther King to argue that people do not buy what you do, they buy why you do it.
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