Description

All organizations start with WHY, but only the great ones keep their WHY clear year after year.
This is the classic book from Simon Sinek which was also the subject of one of the most viewed TED Talks of all time.

Why we all need to Start With Why explains Simon's concept of the Golden Circle - how the WHAT, HOW and WHY interact with each other and that knowing the WHY creates alignment and structure. It has 3 levels.

✓ Why we do what we do (our core values/operating principles)
✓ How we do it - Strategy
✓ What we do - Tactics
When a Why is clear, an organization will function like a person, namely its founder. The trouble is that most operate on only the outer 2 layers. That makes sense because those are by far the easiest to measure, and businesses like things they can measure. But the Why is the only thing that will inspire long-lasting loyalty in your customers/employees. It's the only thing that will cause them to follow you...not because they have to, but because they want to.
Understanding your customer's 'why' will help you to deliver a service that feels meaningful and personal. This book remains one of the most important and fundamental books for not just leaders, but everyone.