In 2009, Simon Sinek started a movement to help people become more
inspired at work, and in turn inspire their colleagues and customers.
Since then, millions have been touched by the power of his ideas,
including more than 28 million who’ve watched his TED Talk based on
START WITH WHY -- the third most popular TED video of all time.
 

Sinek starts with a fundamental question: Why are some people and
organizations more innovative, more influential, and more profitable
than others? Why do some command greater loyalty from customers and
employees alike? Even among the successful, why are so few able to
repeat their success over and over?
 
People like Martin Luther
King Jr., Steve Jobs, and the Wright Brothers had little in common, but
they all started with WHY. They realized that people won't truly buy
into a product, service, movement, or idea until they understand the WHY
behind it. 
 
START WITH WHY shows that the leaders who've had
the greatest influence in the world all think, act, and communicate the
same way -- and it's the 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 led, and people
can be inspired. And it all starts with WHY.