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Ideas don’t have to be complex to be valuable. Twice this week, I heard someone say, “Start with Why.” As a tech entrepreneur, I often ignore that aphorism. Someone who embodies it (and made it famous) is Simon Sinek. He is a motivational speaker and organizational consultant who gained widespread recognition after his 2009 TED Talk, “How Great Leaders Inspire Action,” which remains one of the most-viewed TED Talks ever, with almost 70 million views. This talk introduced his core framework: The Golden Circle, the concept that catapulted him to fame. It is a simple but powerful model for understanding why some leaders and organizations inspire while others don’t. It consists of three concentric circles, like a bullseye. At the center is Why, the middle ring is How, and the outermost ring is What. |
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Most people and organizations focus on the outermost circle first—what they do—and then work inward. Sinek flips this approach, arguing that great leaders and companies start from the inside out: start with Why. Why Start with Why? Here’s an analogy: Think of a magnet. The strongest force comes from its core. Similarly, in leadership and business, the Why is your core—it’s what attracts people to you. It’s not just about selling a product; it’s about sharing a belief or vision that resonates emotionally with others. For example:
The Biological Connection Sinek ties this idea to how our brains work. The outer layer of the brain (the neocortex) processes logical information like facts and figures (What), but decisions are driven by the limbic brain, which controls emotions and instincts (Why). When you lead with Why, you speak directly to people’s feelings, inspiring trust and loyalty. Simplified Takeaway Think of it like this: If you want people to join your cause or buy into your vision, don’t just tell them what you’re selling or how great it is. Tell them why it matters—to you and to them. Starting with Why connects hearts before minds, creating a lasting impact. In short, the Golden Circle isn’t just a business strategy; it’s a way to inspire action by leading with purpose. I met Simon through friends before his first book came out. Then, in 2009, he gave a speech to the Dallas Chapter of EO, and then visited my office to speak with our team afterwards. I still remember how well-received he was. It was right at the beginning of his meteoric rise, two short months after the release of his famous book "Start With Why." Here's the article I wrote in 2009 after that visit: |
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Inspiration is stronger than persuasion. It gives people a sense of purpose and belonging that has little to do with external incentives or benefits.
Simon Sinek, who is quite charismatic and well-spoken, is delivering this message to a rapidly growing fan base.
My team thought Simon was inspiring, engaging, and insightful.
You can watch a short video that introduces his material below.
In addition, you can explore more of his ideas in his book, Start with Why: How Great Leaders Inspire Everyone to Take Action.
An Example of Finding the Right Person for a Job.
Who do you believe will do a better job, someone who takes a job because of the salary and benefits … or someone truly inspired to accomplish the job's purpose?
Phrased that way, of course, you know the answer. Still, how can you leverage this to better select customers and employees?
For example, Simon uses the story of Sir Ernest Shackleton to illustrate this concept. Shackleton was preparing to lead the first expedition across Antarctica in 1914. Legend has it that when seeking crew members for his journey, Shackleton placed the following ad in a newspaper:
"MEN WANTED FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL. HONOUR AND RECOGNITION IN CASE OF SUCCESS.
- SIR ERNEST SHACKLETON"
When the expedition became stuck in the ice and could not be rescued for 22 months, not a single man was lost. The reason Simon gave for their unlikely survival was that Shackleton hired survivors that could deal with the situation and were aligned with the mission and purpose.
Can you imagine writing an ad like that to attract the right people to your cause?
Watch This Video.
Here is a video of Simon speaking at a TED Conference. It is an excellent intro to his stuff.
Other Resources:
- Here is a link to Simon's Blog. (2023 Note: this now links to his old blog, which is poorly formatted but interesting to see. His new website/blog can be found here.)
- Here is a link to Videos of Simon.
- Here is a link to an article on why to know someone else's Why. (PDF Version)
- Here is a link to Simon's Book: Start with Why.
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It's now more than ten years later, and Simon is one of the most prominent leaders in leadership development and has published five books, to much acclaim.
Part of his success is the charisma and pith with which Simon speaks and writes – but a large part is his focus on what makes humans human. He's not preaching a leadership mantra focused on the bottom line and revenue; he's focused on the aspects of human nature that don't change. He's focused on purpose and the elements of leadership that apply to everyone – not just CEOs.
As we move into an era of increased volatility – both in markets and business – these leadership principles will become more important.
Understanding your "WHY" is vital if you want to make a difference (and not be replaced by an AI). It’s also vital in making discipline the easier choice.
If you haven't read any of his books, they're all good, but I suggest "Start With Why" and "The Infinite Game."
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