How Great Leaders Inspire Everyone to Take Action

Start with Why

Simon Sinek

Cover of Start with Why
Start with Why
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Leadership#leadership#purpose

Start with Why

How Great Leaders Inspire Everyone to Take Action

Portrait of Simon Sinek
Written bySimon Sinek

Simon Sinek argues that inspiring leaders and organisations communicate from the inside out: they start with why they do what they do, then explain how and what.

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  • Published2009
  • GenreLeadership
  • Key ideas5
  • Summary1 min read

Read it if you…

  • lead a team, a family or a project

The summary

Key ideas in 1 minute.

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  1. 01The golden circle

    Why, then how, then what. Most people communicate the other way round.

  2. 02People buy why

    People are drawn to what you believe, not just what you sell.

  3. 03Trust follows values

    Shared beliefs build loyalty that features and prices can't.

  4. 04Clarity, discipline, consistency

    A clear why, disciplined how and consistent what reinforce each other.

  5. 05Lead with purpose

    Purpose keeps people motivated long after rewards wear off.

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The golden circle

Why, then how, then what. Most people communicate the other way round. Pick one small way to put this into practice before tonight.

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Photos via Wikimedia Commons — Simon Sinek: Lance Cpl. Brendan Mullin · Public domain · Wikimedia Commons