START WITH WHY by Simon Sizek3 min to read this review

Start With Why shows that the leaders who’ve had the greatest influence in the world all think, act, and communicate the same way — and it’s the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

Fast read
Simple language
To the Point
Balanced Views
Perspective shift

1. For whom is this book?

  • People who are searching to find their core values that underlie their own actions.
  • Entrepreneurs or business owners who don’t have a clear idea what the identity is of their business.

2. How would you describe this book to a friend?

This book helps you define why you are doing what you are doing and shows you that to win in business you need to inspire people with your why instead of use short term manipulative techniques to drive growth.

3. What blew your mind?

The analogy of the railroad companies in the beginning of 20th century who where so focused on WHAT they did, that they only kept building more tracks whilst the invention of airplane made almost all of them go out of business. If they had defined their WHY as “making mass transportation accessible” then they would have been the ones that had owned the airplane industry. The same can be said of the music industry that did not have a clear WHY and kept producing CD albums while tech companies pulled the rug under them by answering to the actual needs of consumers.

4. What are the core concepts

  • Manipulations work but they are short term solutions and do not built loyalty. They make your business weaker, more stressful and susceptible for collapse in recession.
  • With a clear answer to WHY your company exists you can built true lasting customer loyalty. The Why of your company taps into the limbic system of people.
  • People don’t buy WHAT you do, they buy WHY you do it. They identify with your beliefs and feel like it reflect theirs.
  • The golden circle contains three layers, starting with Why, then How and ending with What. Why is a belief, How are the actions you take to realize that belief and What are the results of those actions.
  • If companies do not actively work to keep their golden circle in balance -clarity, discipline and consistency – then trust starts to break down.

5. What other books would you recommend on these core concepts?

Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh

6. What are the key take aways?

A clear WHY is what turns consumers into loyal fans and the only sustainable long term strategy is to inspire people inside and outside your company by staying authentic and exerting your beliefs into every action.

7. Who should’t read this book?

  • People who are looking for quick fixes and are only focused on revenue growth.

8. What left you unsatisfied about this book?

  • Quite repetitive examples in companies who have correctly defined their WHY, but there are no guidelines how to find and define your own WHY as a reader. Recently a book has been published by the author that addresses this issue called : Find your Why.

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