The book in a paragraph
The most successful individuals and organisations communicate and operate from their core purpose, cause or belief, inspiring others and achieving remarkable loyalty and engagement. They “start with why”. And then they align their how – processes and values – and what – the tangible tasks, products or services they deliver – with their why. This why, how, what relationship is what Simon Sinek calls his Golden Circle Model.
Summary of Start With Why by Simon Sinek
This is our summary of Start With Why by Simon Sinek. These notes are informal and may contain quotes from the book, mixed with our own thoughts.
The Golden Circle
Sinek introduces the Golden Circle framework, consisting of three concentric circles, starting from the inside out:
- Why – The core belief or purpose that drives an organisation or individual
- How – The process or values that support the why
- What – The tangible tasks, products and services resulting from how and why
Most organisations operate from the outside in, starting with what and moving towards why. However, the most inspiring leaders and companies, like Apple, work from the inside out, starting with why.
The importance of why
People don’t buy what you do, they buy why you do it. When organisations communicate their why, they connect on an emotional level, fostering trust and loyalty. This connection goes beyond transactional relationships and taps into deeper human motivations.
Examples and case studies
Real-world examples illustrate these points:
- Apple: Apple starts with why, presenting itself as a company challenging the status quo and thinking differently. This why resonates with consumers and distinguishes Apple from its competitors
- Martin Luther King Jr.: King inspired a movement by communicating his why the belief in equality and justice — rather than merely focusing on the what and how
The biology of why
The Golden Circle connects to human biology, explaining that the limbic brain, responsible for feelings and decision-making, aligns with the why and how. The neocortex, handling rational and analytical thought, aligns with the what. This biological perspective supports the idea that inspiring leaders communicate from the inside out, appealing to the limbic brain and fostering deeper connections.
The celery test
Use the ‘celery test’ to test the practical application of why. When making decisions, organisations should filter them through their why. For example, if health is the why, then buying celery and almonds aligns with that purpose, while purchasing cookies and chips does not. This consistency reinforces the organisation’s purpose and builds trust with stakeholders.
Leadership and trust
Leaders who start with why create environments where trust and collaboration thrive. These leaders inspire their teams by giving them a sense of purpose and belonging. They also build trust by being authentic and consistent in their actions and decisions, aligning with their core beliefs.
Challenges and implementation
Implementing a why requires introspection and commitment. Organisations must identify and clearly articulate their purpose, ensuring it permeates all aspects of their operations. This can be challenging, especially in established organisations with entrenched practices. However, the long-term benefits of loyalty, inspiration and sustainable success make it a worthwhile endeavour.
Next: Find your team or organisation’s why in 90 minutes
We’ve developed a straightforward process for helping any team or organisation find their why (or core purpose, as we refer to it) in less than two hours. It’s part of our Strategic Planning Toolkit.
Download a free sample here, which includes the full process for developing your why. And a free copy of our Team Alignment Canvas, which you can use to capture and communicate your new why.
