
Start with Why
This month we discuss the 2009 book Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek. In this favorite book of many leaders, Sinek asks why some companies are able to achieve things that defy all the assumptions. For example, why is Apple so innovative? Why did the Wright Brothers achieve flight before their better funded, better-qualified competition? Sinek believes that the great and inspiring leaders and organizations all think, act and communicate in the same way – and it is the opposite of everyone else. All leaders and organizations know WHAT they do (the product or service) and some know HOW they do it (the “differentiating value proposition,” “proprietary process” or “unique selling proposition.”) Very few companies can clearly articulate WHY they do WHAT…