**Book Review: Start with Why" by Simon Sinek**

Cliff Quicksell, CSP, MASp, MASI

2024

Simon Sinek’s Start with Why: How Great Leaders Inspire Everyone to Take Action offers a powerful perspective on leadership and business that centers around a simple yet profound concept: the importance of understanding and communicating the core reason for an organization’s existence—the “Why.” Sinek’s thesis, presented through a mix of research, storytelling, and practical examples, asserts that successful companies and leaders are those who can articulate and live by a clear sense of purpose. This purpose, or "Why," serves as the foundation for decision-making, strategy, and innovation.

Summary of Key Concepts

At the heart of Start with Why is the idea of the Golden Circle, a model that Sinek introduces to explain how the most successful leaders and organizations inspire action. The Golden Circle is divided into three concentric circles: Why, How, and What. According to Sinek:

Why: The core belief or purpose behind an organization’s existence. This is the company’s cause, the reason it exists beyond just making money.
How: The process or values that guide how the company achieves its purpose.
What: The products or services the company offers—the tangible results of its operations.

Sinek’s argument is that most organizations operate backward. They start with “What”—focusing on products or services—and then work their way inward to explain the “How” and the “Why.” But truly inspiring leaders and companies, according to Sinek, start with “Why.” When a company is clear about its purpose and can communicate that purpose effectively, it aligns both its internal culture and its external brand, leading to greater innovation, loyalty, and success.

Sinek uses numerous real-world examples to support this framework, particularly focusing on companies like Apple, which he argues have thrived because they start with “Why.” Apple’s “Why” is about challenging the status quo and empowering individuals through technology. The company’s products (the "What") and the ways they are created (the "How") are all aligned with this central belief, creating an organization where both employees and customers are emotionally connected to its mission.

Application to Running a Business

The principles outlined in Start with Why are highly applicable to entrepreneurs, business leaders, and managers. Sinek provides a roadmap for organizations to follow that leads not only to financial success but also to long-term sustainability and relevance. Below are several ways in which the ideas from the book can be applied to running a business.

1. Building a Stronger Organizational Culture

One of the most immediate applications of starting with "Why" is in creating a strong, cohesive organizational culture. When a company clearly communicates its core purpose, it attracts employees who share those values and are motivated by a deeper cause than just earning a paycheck. This sense of purpose can act as a unifying force, encouraging employees to work toward a common goal, even during challenging times. A strong "Why" can also reduce turnover, as employees who resonate with the company’s mission are more likely to stay engaged and committed.

For example, Southwest Airlines is often cited as a company with a clear "Why." The airline’s purpose—“to democratize air travel and make it affordable for all”—is at the heart of every decision the company makes, from customer service to pricing policies. This clarity of purpose has helped Southwest build a culture of loyalty, not only among customers but also among employees.

2. Guiding Decision-Making and Strategy

When a business has a clear "Why," it provides a framework for making strategic decisions. In times of uncertainty or when faced with difficult choices, a company can return to its core purpose to guide its actions. For instance, when considering new product development or entering a new market, the question should not only be “Can we make money from this?” but also “Does this align with our purpose?” This helps ensure that the organization remains true to its mission and avoids distractions that may divert it from its long-term goals.

A good example here is Tesla. Tesla's “Why” is not just to build electric cars, but to accelerate the world’s transition to sustainable energy. This overarching mission has led to strategic choices like the creation of energy storage solutions and solar products, all designed to support a global shift toward sustainability, even when these ventures might not be immediately profitable.

3. Inspiring Customer Loyalty and Brand Advocacy

One of the key points Sinek makes in the book is that people don’t buy what you do, they buy why you do it. When a company’s "Why" resonates with customers on an emotional level, it creates a powerful connection that goes beyond price or product features. Customers become advocates for the brand, not because they feel obligated to, but because they genuinely believe in the company’s purpose.

Apple is again a prime example. While other tech companies may focus on product specs, Apple’s marketing and product design are driven by the idea of empowering individuals to do amazing things. As a result, customers are not just loyal to Apple because of its products, but because they share in the company’s belief in challenging the status quo. This emotional connection drives fierce brand loyalty and word-of-mouth marketing, which has been crucial to Apple’s success.

4. Attracting Investors and Partners

Investors are increasingly looking for companies that have a clear purpose and mission that goes beyond making a profit. Companies that can articulate their "Why" demonstrate vision and long-term thinking, which are appealing qualities to investors looking for sustainable growth. When companies have a strong, purpose-driven brand, they are also more likely to attract strategic partnerships with other organizations that share similar values, leading to collaborative innovations and synergies that help both parties grow.

For example, Patagonia’s commitment to environmental sustainability has attracted investors, partners, and customers who share those values. This commitment has allowed the company to build a unique and respected brand in the outdoor apparel industry, enabling it to weather economic downturns and differentiate itself from competitors.

Conclusion

Start with Why is not just a book about leadership; it is a guide for anyone interested in building an organization with purpose and meaning. Simon Sinek’s Golden Circle framework provides an accessible yet profound way to think about business strategy, organizational culture, and customer loyalty. By focusing on the "Why," business leaders can create companies that inspire and engage both employees and customers, leading to sustained success in a competitive marketplace. The book is a compelling call for leaders to define their purpose and lead with intention, creating a ripple effect that can transform not only their businesses but also the broader industries they operate in.