Business Book Review: Start With Why by Simon Sinek

Start With Why will reverse the way you do business. Reminding you it starts from the inside out.

My Rating: ★★★★★

Length: 256 pages

Publisher: Penguin (General UK)

Released: 2011

Key Takeaways for Personal Branding

Simon Sinek’s Start With Why is both a worldwide bestseller and one of the most viewed Ted Talks of all time. It presents Sinek’s Golden Circle.

Golden Circle

The ‘Golden Circle’ was inspired by the mathematical ratio, the Golden Ratio. The Golden Circle is how Sinek proposes some leaders have been able to achieve a disproportionate level of influence. Leaders like Steve Jobs and Martin Luther King Jr, for instance.

A three-circle model, it champions communicating from the inside out.

• WHY: What is your purpose, cause or belief? Why does your company exist? Why do you get out of bed every morning? Why should anyone care?

• HOW: The differentiated value proposition, propriety process or unique selling proposition

• WHAT: Products and services or job functions within a system

Sinek proposes all companies can articulate what they do. But, this become less clear as they move through the rest of the circle. So most communicate from the outside in, instead of the inside out. The circle transforms into a 3D cone - a megaphone of sorts.

Revolutionary industry changers like, Apple, for example, knew the difference saying:

“Everything we do, we believe in challenging the status quo. We believe in thinking differently.

The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.

And we happen to make great computers.

Wanna buy one?”

The Why is the real reason to buy. The What rationalises that belief. It provides the tangible proof.

The Golden Circle can be summed up in Sinek’s mantra:

People don’t buy what you do, they buy why you do it.

It’s why Martin Luther King captivated the world with his “I had a dream” speech. He wasn’t just communicating his strategic plan; he was communicating his Why.

Where companies unravel is when they become disconnected from their Why. This is what Sinek describes as a ‘Split’, exampled by businesses like Walmart and Microsoft. It occurs when you start to lead with a How and What that’s inconsistent with your Why.

But, there’s a simple test to keep your How and What aligned with your Why.

The Celery Test

It’s a simple metaphor. You’re at a dinner party. Different people give you advice for your business. Telling you, you need M&M’s, rice milk, Oreo’s and celery. So, when you go to the supermarket, you buy them all. You spend more time and money there because you’re trying to buy everything. And, when you’re standing in line, because you bought everything, no one can see what you believe.

If you knew your Why, like only doing healthy things, you’d be more prepared. You’d leave with only the celery and rice milk. When you know your Why, every time you get advice, you’ll go to the supermarket prepared. You’ll filter your decisions through your Why.

When you’re standing in line with your products, everyone can see what you believe. Your people, who can see what you believe, are attracted to you.

Favourite Quotes

Real innovation changes the course of industries or even society.

There is a big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you.

Companies try to sell us WHAT they do, but we buy WHY they do it.

Everything you say and everything you do has to prove what you believe.

We are more likely to trust those who share our values and beliefs.

If you want a piece of chocolate cake, go right ahead. The difference is, when you start with WHY, you know full well that the chocolate cake is a short-term decision that doesn’t fit with your beliefs. You’re under no illusions. You know you are only doing it for the short-term sugar rush and you’ll have to work a little harder to get it out of your system.

Unlike many of his counterparts that jump from reference to reference, Sinek chooses his cases carefully. He takes you on a journey through household names like Apple, Microsoft, Harley Davidson and Walmart.

Sinek dares to go head-to-head with some of the world’s largest organisations. Uninhibited in his views of where iconic companies have fallen short. But, equally as admiring of those who have upheld their Why.

Start With Why by Simon Sinek:  Available on Amazon.