“Start with Why” by Simon Sinek is a thought-provoking book that challenges readers to examine their underlying motivations for the work they do. The book explores the concept of the “golden circle,” which involves starting with the question of why before moving on to how and what.

Sinek argues that many businesses and organizations focus too much on the what and how of their operations, such as their products or services and the processes used to create them, rather than the why behind them. By contrast, successful leaders and organizations are able to inspire and engage others by clearly articulating their purpose and mission.

Throughout the book, Sinek provides numerous examples of successful companies and leaders who have put the “why” first, including Apple, Southwest Airlines, and Martin Luther King Jr. He also explores the biology behind the “golden circle,” suggesting that the way our brains process information makes it more effective to start with the why.

One of the strengths of “Start with Why” is its accessibility. Sinek uses clear language and a simple framework to convey his message, making it easy for readers to understand and apply the concepts to their own lives and work.

Mike Jack is the Director of The One Consultancy