Start with Why

The book's central idea is captured in Sinek's famous quote, "People don't buy what you do; they buy why you do it." According to Sinek, most organisations and individuals focus on what they do and how they do it, but they often overlook the crucial question of why. He argues that understanding and communicating the underlying purpose, cause, or belief that drives one's actions can profoundly impact motivation, loyalty, and success.

The "Golden Circle" framework comprises three concentric circles: why, how, and what. The why represents the core belief or purpose that drives an individual or organisation. The how refers to the actions and processes that bring that purpose to life, and the what represents the tangible results or products of those actions.

Sinek emphasises that starting with why is crucial because it taps into decision-making's emotional and subconscious aspects.  There are numerous examples of companies and individuals who have successfully applied the "Start with Why" approach, such as Apple, Martin Luther King Jr., and the Wright Brothers.