Start With WHY

Imagine a world where companies and organizations are led by inspiring leaders who inspire deep loyalty and commitment through their actions and words. This is the world Simon Sinek describes in his groundbreaking book, “Start with Why”. This bestselling book is built on a simple but fundamental principle: truly successful leaders and organizations begin not with what they do, but why they do it-with a deep sense of meaning and purpose that motivates their actions and inspires others. If you're looking for a way to turn your vision into reality, build a committed team, or gain customer loyalty, this book offers a wealth of valuable advice and inspiration. “Start with Why” is not just a book about business and leadership - it's a guide to living a life full of meaning and purpose. Embark on a journey of discovering your why and discover how this simple yet powerful concept can transform your approach to leadership and inspiration.

In 2009, a small TEDx conference in Puget Sound brought together a handful of people. Among them was a speaker whose name wasn't known at the time. His microphone didn't work at first, but when it finally turned on, he started drawing three concentric circles on the board and wrote a single word in large letters in the middle: "Why?" At first glance, Apple appears to be just another technology company among many. It makes computers, phones and other devices, just like Dell or Samsung. But what sets Apple apart from the rest is their ability to inspire customers. When Steve Jobs and Steve Wozniak founded Apple, they were not primarily concerned with profit. They were driven by a desire to empower individuals and challenge established norms. This philosophy, their "why," was at the heart of everything Apple did. Apple doesn't sell products, it sells an idea - a vision that resonates with customers on a deep emotional level. When a new iPhone is released, people don't wait in line for technical specs or features they can also find in competitors. They wait because they feel a connection to Apple's mission, to their "why." Buying an iPhone isn't just about the phone, it's about participating in something bigger - the challenge to think differently, as Apple's famous slogan goes. In contrast, many companies and organizations focus on what they do and how they do it. They offer discounts, create advertising campaigns and try to persuade customers with bargains. Such tactics, while they may be effective in the short term, do not create long-term loyalty. When customers only come for discounts, they will leave once they find a better offer. Real loyalty is created when customers believe in your "why." In life, we are often faced with decisions that go beyond rational thinking. We buy products that resonate with our values and beliefs, not just those that offer the best value for money. This is exactly what makes Apple and other inspiring companies successful. Customers buy into their vision, their mission, and in doing so, they become part of something bigger. In finding your "why" it's important to think about what drives you, what inspires you, and what values are important to you. When you discover this and begin to live and work by it, you are able to inspire not only yourself, but others around you. This is the secret to truly successful leaders and organizations.

The Golden Circle is a model consisting of three concentric circles that reveals the secret to the success of many leaders and organizations. At the center of the circle is the "Why", surrounded by the "How" and finally the "What". It all starts with "Why" - the main reason why an organization or individual exists. It is the mission, the belief, the reason that drives us. Without a clearly defined "Why," it is difficult to inspire others or achieve long-term success. For example, the Wright brothers made history as the first people to successfully fly an airplane. Although they did not have the education or financial resources of their competitors, their deep conviction and passion for flying propelled them forward. Their "why" was clear: they wanted to change the world by enabling people to fly. The second circle, the "How," represents a unique approach, the way we achieve our "Why." Each organization has its own methods and processes that set it apart from others. This circle answers the question of how our beliefs materialize into concrete actions and strategies. A company like Southwest Airlines has been able to stand out among other airlines because of its unique approach to low costs and high levels of customer service. Their way of doing things is a result of their "why" - to make air travel accessible to all. The outermost circle, the "What", represents the specific products or services the organization offers. For most companies, this circle is the easiest to understand and communicate. These are the specific outputs that we see, use and evaluate. However, without a deeper "Why" and a clear "How," these products and services don't have as much impact as they could. The Golden Circle teaches us that truly successful companies and leaders start from the middle - the "Why". When we have a clearly defined "Why," we can create a powerful "How" and an authentic "What." This allows us to not only achieve success, but to inspire and gain the loyalty of customers, employees and followers. Ultimately, the Golden Circle is a tool that helps organizations and individuals gain clarity, focus on what is truly important, and achieve exceptional results.

In today's world, companies often resort to manipulation to gain the attention and loyalty of customers. However, manipulation only works in the short term and does not create deep and lasting relationships. The real key to success is inspiration, which motivates people to action and creates long-term loyalty. Manipulation comes in many forms. Companies use discounts, limited offers, sales and various forms of pressure to get customers to buy. These tactics may be effective for a short period of time, but they do not create a true connection between the customer and the brand. When circumstances change, for example when a competitor offers a better discount, customers will quickly switch elsewhere. Inspiration, on the other hand, comes from a deep understanding of the "Why". When a company or leader authentically communicates its values and mission, it can reach people's hearts. These people then don't just buy into the product, but become part of the broader vision and mission. In this way, deep and lasting relationships based on shared values are created. A clear example of inspirational leadership is Martin Luther King Jr. His speeches and leadership were not based on manipulation or coercion, but on inspiration. Through his words and actions, he was able to motivate millions of people to stand up for civil rights. His vision of justice and equality resonated deeply in the hearts of the people, and they followed him. Companies that can inspire gain the loyalty of their customers and employees because people want to be part of something bigger than themselves. When customers identify with a company's values, they are willing to overlook small flaws or a higher price because they believe in what the company stands for. Inspiration instead of manipulation is the key to creating strong and lasting relationships. When companies and leaders start with the "Why" and authentically communicate their values, they can motivate people to action and create loyalty that will endure through tough times. In today's competitive environment, inspiration is what sets successful leaders and organizations apart from the rest.

Ingrained in all of us is a deep desire to belong. We long to be part of something bigger, a group of people who share our values and beliefs. This basic human need drives us in our personal and professional lives and influences our decisions and behaviour. Companies and organizations that can satisfy this need by authentically communicating their values and beliefs will gain the loyalty of customers and employees. People feel part of a community that shares a common purpose and vision, and are willing to support that community for the long term. Togetherness is also a key factor within the company culture. When employees feel that they are part of a team that shares the same values and beliefs, they are more motivated, satisfied and productive. Conversely, if they feel isolated or misunderstood, their engagement and productivity decline. An example of a successful culture is Southwest Airlines, where employees share a common mission and values, leading to high levels of loyalty and satisfaction. Our sense of belonging also influences our purchasing behavior. If we feel that a brand or company shares our values and beliefs, we are willing to invest more time, energy, and money in its products and services. This relationship is based on a deep emotional connection that is stronger than any material incentive. Satisfying the desire for belonging is the key to creating strong, lasting relationships that lead to long-term success.

In any successful relationship, whether personal or professional, trust plays a key role. Without it, it is impossible to build strong and lasting connections. In the context of companies and organisations, trust is the cornerstone on which customer and employee loyalty is built. Trust is built through consistency and transparency. Organisations that clearly communicate their values and act in accordance with them earn the trust of their customers. It is not a one-off process, but a long-term commitment. Customers need to see that a company acts on what it stands for and that its values are not just a marketing ploy. Customer loyalty is not just based on the quality of products or services. Of course, quality is important, but true loyalty is created when customers believe in your mission and values. When they see that a company is guided by its "why" and that its values are aligned with their own, a deep emotional connection is created. Case in point, TOMS Shoes, which has earned customer loyalty by donating a pair to children in need for every pair of shoes sold. This business model, based on a mission to help, has created a strong bond between the brand and its customers. Employees are another critical element of the trust and loyalty equation. Companies that can create a trust-based environment where employees feel protected and valued earn their loyalty and commitment. When employees believe in the company's values and feel part of its mission, they are more motivated and perform better. Starbucks is an example of a company that invests in its employees, offers them benefits, and creates a culture of belonging. This approach leads to high levels of employee loyalty and engagement. Loyalty and trust are interconnected vessels. If a company wants to attract and retain loyal customers and employees, it must continually work to build trust. This means being consistent in words and actions, being transparent and always acting in line with its values. When customers and employees see that a company truly believes in what it stands for and that it is prepared to act on its values, even in difficult times, loyalty is created and endures. A company's true success lies not just in its financial results, but in its ability to inspire trust and loyalty. These values are the foundation for long-term success and a strong position in the marketplace.

The book “Start with Why” offers deep insight into how successful leaders and companies are able to inspire others and create lasting relationships. The central idea is that true power and success lie in understanding and communicating a deep mission that extends far beyond the products or services themselves. The examples of companies like Apple, Southwest Airlines, and individuals like Martin Luther King Jr. show that people are motivated by emotion and a desire to belong to a community that shares their values and beliefs. Trust and loyalty are created when companies and leaders act authentically and in alignment with their values, leading to deep connections with customers and employees. Therefore, the foundation of success is always starting with the why question, which enables an inspiring environment to be created and exceptional results to be achieved. Do you have feedback for us? We'd love it if you let us know your opinion on our content! Just send an email to feedback@rewio.app with the title of this book in the subject line and share your impressions!