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The most important question for any organization

There's a naturally occurring pattern shared by the people and organizations that achieve the greatest long-term success. From Martin Luther King Jr. to Steve Jobs, from the pioneers of aviation to the founders of Southwest Airlines, the most inspiring leaders think, act, and communicate the exact same way-and it's the complete opposite of everyone else.

The common thread, according to Simon Sinek, is that they all start with why. This simple question has the power to inspire others to achieve extraordinary things.

Any organization can explain what it does; some can explain how; but very few can clearly articulate why. Why do we offer these particular products or services? Why do our customers choose us? Why do our employees stay (or leave)? Once you have those answers, teams get stronger, the mission clicks into place, and the path ahead becomes much clearer.

Starting with why is the key to everything from putting a man on the moon to launching the iPod. Drawing on a wide range of fascinating examples, Sinek shows readers how to apply why to their culture, hiring decisions, product development, sales, marketing, and many other challenges. Some naturally think this way, but Sinek proves that anyone can learn how.

Start With Why offers an unconventional perspective that explains WHY some people and organizations are more innovative, more profitable, command greater loyalties from customers and employees alike and, most importantly, are able to repeat their success over and over. These are not the one hit wonders. These are the ones who change the course of industries or even society.

Because it’s all based on how people think and act, this unique view of the world has application in big business and small business, in politics and non-profit. Though some people have a natural ability to start with WHY, this book offers compelling evidence that, with a little discipline, anyone can learn how to do it.

How does one idea do so much? Simple. It doesn’t matter what you do, it matters WHY you do it.

"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. Highly recommended."

—William Ury, co author of Getting to Yes

Simon Sinek teaches leaders and companies around the world how to inspire people. From members of Congress to foreign ambassadors, from small businesses to corporations like Microsoft and American Express, from Hollywood to the Pentagon, he has presented his ideas about the power of why. He is quoted frequently by national publications and is a regular contributor to The Huffington Post and BrandWeek. This is his first book.

	Introduction:Why Start with Why?	1
	Part 1: A World That Doesn’t Start With Why
1	Assume You Know	11
2	Carrots and Sticks	16
	Part 2: An Alternative Perspective
3	The Golden Circle	37
4	This Is Not Opinion, This Is Biology	52
5	Clarity, Discipline and Consistency	65
	Part 3: Leaders Need A Following
6	The Emergence of Trust	83
7	How a Tipping Point Tips	115
	Part 4: How to Rally Those Who Believe
8	Start with WHY, but Know HOW	133
9	Know WHY. Know HOW. Then WHAT?	154
10	Communication Is Not About Speaking, It’s About Listening	160
	Part 5: The Biggest Challenge Is Success
11	When WHY Goes Fuzzy	175
12	Split Happens	183
	Part 6: Discover Why
13	The Origins of a WHY	209
14	The New Competition	222
	Acknowledgments	227
	Notes	233
	Index	241

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