Book Review: Start With Why by Simon Sinek

“There are only two ways to influence human behavior: you can manipulate it, or you can inspire it.” Simon Sinek sets out in this book to inspire you to start with your why. He walks through multiple businesses that have come and gone and those that are still going strong and how they each have run their business model either from a what or why standpoint. While manipulation (fear) works for a time, those who launch their product from an inspirational standpoint are, pardon the pun, still standing.

When people are clear about what our purpose is they are more likely to be loyal and hang with us over the long haul. Mr. Sinek claims to have found the pattern that all these businesses share, and calls it the golden circle, inspired by the golden ratio. What he found was that every single company, regardless of their size or industry, “thinks, acts, and communicates from the inside out.”

One of the things I found fascinating in this book was his comparison to the brain, and how the limbic brain is surrounded by the neocortex. The limbic brain is responsible for our feelings, like, trust and loyalty, but has no capacity for language. Ever feel passionate about a project or product yet lack the ability to truly explain why? Beginning with our why enables us to engage people on a deep feelings level and creates loyalty, when they are clear about our why.

Repeatedly the author uses Apple as an example of beginning with their why. He also shows why Walmart’s ship sank after Sam Walton died, since they started with their why, but that wasn’t passed on and they began to focus more on their what.

Just scratching the surface with this review. The author also talks about tipping points, early adopters bell curve and the necessity of finding your how person. This book was beneficial for coaches from at least two perspectives, building your coaching business and helping your client find their why.