Simon Sinek: Start with why

Simon Sinek: Start with why

“I’m number four!” No, I do not mean the film, but the 4th contribution to a book that I read this year: Simon Sinek’s “Start with why”. Reading in this case is an exaggeration. The first time I read it was about 5 years ago during my studies. It was high time for a refresher! Another reason was that the book “Reframe it” describes the Golden Circle as one of the 42 methods for mastering complexity.

Simon Sinek writes that in today’s world manipulations are unfortunately the order of the day, e.g.:

  • Dropping the price
  • Running the promotion
  • Using fear

All this serves the purpose of generating transactions. However, manipulations generate transactions but do not create loyalty. People do not buy what you do; they buy WHY you do it! It is what you cannot see that matters.

Energy motivates. Charisma inspires. – Simon Sinek

What people like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had in common was their natural ability to start with why. This enabled them to inspire those around them and to achieve remarkable things. Leading means that others are willingful to follow you not because they have to, but because they want to. Great leaders lead with why. This is built on trust. Trust is formed when we have a sense those things other than his or her own self-gain drive another person or organization. An organization is more than products or services. But according to Sinek, most leaders talk about WHAT they do; the products or services that make them money. Some of them talk about the HOW; the process they use that sets them apart. Very few talk about the WHY; the reason the business exists in the first place. Note: this is not money…

I didn’t find a way to make a lightbulb. I found a thousand ways not to make one.  – Thomas A. Edison


The golden circle:

Golden Circle by Simon Sinek
Golden Circle by Simon Sinek (Source)


People do not buy what you do; they buy WHY you do it! Simon Sinek


Now ask yourself:

Why do you do what you do?




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