Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.

START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?

People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. 

START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

Table of Contents

PART 1: A WORLD THAT DOESN'T START WITH WHY

1. Assume You Know

2. Carrots and Sticks

PART 2: AN ALTERNATIVE PERSPECTIVE

3. The Golden Circle

4. This Is Not Opinion, This Is Biology

5. Clarity, Discipline and Consistency

PART 3: LEADERS NEED A FOLLOWING

6. The Emergence of Trust

7. How a Tipping Point Tips

PART 4: HOW TO RALLY THOSE WHO BELIEVE

8. Start with WHY, but Know HOW

9. Know WHY. Know HOW. Then WHAT?

10. Communication Is Not About Speaking, It's About Listening

PART 5: THE BIGGEST CHALLENGE IS SUCCESS

11. When WHY Goes Fuzzy

12. Split Happens

PART 6: DISCOVER WHY

13. The Origins of a WHY

14. The New Competition

Review

“Start with Why is one of the most useful and powerful books I have read in years. Simple and elegant, it shows us how leaders should lead.”

-WILLIAM URY, coauthor of Getting to Yes

“Start with Why fanned the flames inside me. This book can lead you to levels of excellence you never considered attainable.”

-GENERAL CHUCK HORNER, air boss, Desert Storm

“Each story will force you to see things from an entirely different perspective. A perspective that is nothing short of the truth.”

-MOKHTAR LAMANI, former ambassador, special envoy to Iraq

About the Author

Simon Sinek, the bestselling author of LEADERS EAT LAST and TOGETHER IS BETTER, is an optimist who believes in a brighter future for humanity. He teaches leaders and organizations how to inspire people and has presented his ideas around the world, from small startups to Fortune 50 corporations, from Hollywood to Congress to the Pentagon. His TED Talk based on START WITH WHY is the third most popular TED video of all time. Learn more about his work and how you can inspire those around you at StartWithWhy.com.