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The Book in 5 Lines

  1.  WHY is the purpose, cause, or belief.
  2. Every inspiring leader starts with WHY
  3. People don’t buy WHAT you do, they buy WHY you do it.
  4. Knowing our WHY is essential for lasting success and the ability to avoid being lumped in with others.
  5. When your WHY goes fuzzy, it becomes much more difficult to maintain the growth, loyalty, and inspiration that helped drive your original success.


7.5K reads


The Golden Circle

The Golden Circle

In Start with Why, Sinek introduces a new concept called The Golden Circle. The Golden Circle is formed of three parts: ‘Why,’ ‘How’ and ‘What.’

  1. What: The What of a company relates to the product that a company provides. The What of a company is the ou...


3.94K reads

The Biological Basis of Golden Circle

The What level is directly related to our neocortex. The neocortex is a brain area specialized for rational and analytical thought and language. That said, the neocortex does not drive behavior. Instead, it merely allows us to consider vast amounts of data.

The How and Why of The Golden Cir...


2.54K reads

Start With Why But Know How

Start With Why But Know How

Any worker or individual can have the energy to motivate people. But, the most important thing to becoming a great leader is to be charismatic. Charisma is a skill that inspires people around you. This charisma is tied to a leader’s Why. They have a belief in a greater purpose th...


2.34K reads

Start with the End Result in Mind

Start with the End Result in Mind

The assumptions we make have a significant impact on our actions. Looking at the bigger picture and considering your end result when planning will lead to better long-term results.

Sinek also uses this metaphor when talking about leadership. He describes two types of leader:

  1. Thos...


5.04K reads


“The role of a leader is not to come up with all the great ideas. The role of a leader is to create an environment in which great ideas can happen.”



6.94K reads

The Secret

A most successful company starts with WHY (from the core of the golden circle) but the others start with what (just like - if you buy this you will get this specification).

The best example can be Apple - Firstly, Apple provides a strong and clear ‘Why’: challenge the status quo and...


3.54K reads


“Great companies don’t hire skilled people and motivate them, they hire already motivated people and inspire them.”



3.87K reads

Simon Sinek

“People don’t buy WHAT you do, they buy WHY you do it.” 



4.21K reads


“Instead of asking, “WHAT should we do to compete?” the questions must be asked, “WHY did we start doing WHAT we’re doing in the first place, and WHAT can we do to bring our cause to life considering all the technologies and market opportunities available today?”



4.72K reads


“Working hard for something we do not care about is called stress, working hard for something we love is called PASSION.



19.3K reads

Know Why. Know How. Then What?

When a company is small, the founder heavily influences its image. The founder will have a substantial amount of direct contact with their consumers. 

That said, as the company grows, the leader’s role changes. They will no longer be the most vocal part of the organization. They will instea...


2.9K reads




A learner who loves to share wisdom on personal growth, happiness, and success on Deepstash. Topics include motivation, habits, goals, and mindset. Believes that everyone can achieve their dreams with the right attitude and action.


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