Why You Need to Start with Why: Book Review

“People don’t buy what you do, they buy why you do it.” Simon Sinek

Start with why is something that I have heard over and over again in leadership events. Almost every speaker dishes out this advice, to which I nodded dismissively. After all, as someone from the personal growth field, wouldn’t I already know why I am doing what I am doing?

Well, it finally took a book to get my attention on the finer details of Why Start with Why. I received a free copy of Start with Why by Simon Sinek by virtue of a winning ticket during the Silver Retreat in Utah that I was in last week. As I turn its pages during my 25-hour journey back to Singapore, I was intrigued.

In his book, Simon Sinek pointed out nuances that I had previously missed. He gave great case studies. It was not long before I started asking myself if my vision had become fuzzy over recent years. I decided that it would be a great time for review on what my why is.

Have you read his book? Even though it was written some years ago, its principles are still very relevant today.

Most leaders and companies start from the outside in. They start with What. On the other hand, inspired leaders are motivated from the inside out. They start with Why. The Why drives the way they act, behave, communicate and present their marketing message.

Clarity Springs from Contrast

Note the difference between the two messages….

Simon Sinek illustrates with this perfect example, “If Apple were like everyone else,” they would say,  “We make great computers, they’re beautifully designed, simple to use, and user friendly. Want to buy one?”

Instead Apple says, “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. We just happen to make great computers. Want to buy one?”

See how when Apple “Start with Why” in its messages, it instantly garners fans resonating with the idea of thinking differently? By being consistent in the same message, it goes on to creating loyalty and trust.

The Golden Circle

Simon Sinek puts it simply in the Golden Circle.  The golden circle has three layers:

• Why – This is the core belief of the business. It’s why the business exists.
• How – This is how the business fulfills that core belief.
• What – This is what the company does to fulfill that core belief.

Most companies appear to do their marketing backwards. They start with their “what” and then move to “how” they do it. Many even neglect to even mention why they do what they do. More alarmingly, they don’t even know why they do what they do!

In the same manner, an individual can apply the Golden Circle personally to find out his or her Why, How and What.

How the Golden Circle Influences Behavior

The Golden Circle is grounded in the tenets of biology.

The newest brain, our Homo sapien brain, our neocortex, corresponds with the What. The neocortex is responsible for all of our rational and analytical thought and language.

On the other hand, the How and Why relates to the limbic brain. The limbic brain is responsible for all of our feelings, like trust and loyalty. It’s also responsible for all human behavior, all decision-making, and it has no capacity for language.

Hence, if we are to apply the above, the objective is to inspire people from the level of Why, rather than bombard them with facts and figures (the What).

In terms of marketing…

“The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe. The goal is not just to hire people who need a job; it’s to hire people who believe what you believe.” Simon Sinek

Application Exercises

First, I applied the Golden Circle to Young Living’s corporate vision, mission and value statements. Here is what I came up with….

Why: To inspire holistic living in championing nature’s living energy for fostering a community of wellness, purpose, and abundance.

How: Seed-to-Seal Quality production process that brings Young Living essential Oils to Every Home.

What: Therapeutic-grade essential oils.

Next, I applied the Golden Circle to my business…

Why: To champion alchemy in the areas of self-love, self-empowerment and purpose-driven entrepreneurship so that women can create abundance in their lives.

How: Emotional healing, Reprograming of beliefs and Visioning using energy tools namely Emotional Freedom Technique, Essential Oils and Vision Reimprinting with Enneagram.

What: Books, Audio Programs, Meditation CDs and Business coaching classes.

Apply the Golden Circle

Would you like to try out the exercise. What does your Golden circle – with respect to business or personal – say?

For more information, read the book Start with Why: How Great Leaders Inspire Everyone to Take Action or view Simon Sinek’s Ted Talk here.

Love and Abundance Always,

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