Start With Why is Simon Sinek’s mission (published in 2009) to help others do work, which inspires them, and uses real-world examples of great leaders to show you how they communicate and how you can adapt their mindset to inspire others yourself. Recommended by Julie Rice, Richard Branson and Tony Hsieh.

“So important, because people understanding why you do something, not what you are doing, is really what makes or breaks a brand,” says Julie Rice

In studying the leaders who’ve had the greatest influence in the world, Simon Sinek discovered that they all think, act, and communicate in the exact same way—and it’s the complete 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 lead, and people can be inspired. And it all starts with WHY.

Starting with WHY works in big business and small business, in the nonprofit world and in politics. Those who start with WHY never manipulate, they inspire. And the people who follow them don’t do so because they have to; they follow because they want to.

Drawing on a wide range of real-life stories, Sinek weaves together a clear vision of what it truly takes to lead and inspire. This book is for anyone who wants to inspire others or who wants to find someone to inspire them.

Richard Branson recommended this book on his “70 must-read books” blog post.

One of 4 books Tony Hsieh recommended in Inc.com.

Also a favourite of Robert Rodriguez, he says, “I realized better what I was doing when I read this book, and I gave it to people to show them how to clarify what they’re doing right and what they’re doing wrong.”

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