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Read to Grow: Start With Why by Simon Sinek

Start with Why: How Great Leaders Inspire Everyone to Take Action
Simon Sinek
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Why We Recommend It

As small business owners, two of our greatest challenges are distinguishing our product or service from the competition and inspiring our team to perform their work with passion and ownership. Simon Sinek takes an inside-out approach to tackling these two issues. He contends that most businesses and leaders talk too much about WHAT they do and HOW they do it, and they fail to explain WHY they do it. This book provides examples of businesses who have led with WHY and how it has allowed them to have a clear vision for their company, demonstrate a clear value to their market, and lead their team effectively.


“People don’t buy WHAT you do, they buy WHY you do it.”

“If you ask most businesses why their customers are their customers, most will tell you it’s because of superior quality, features, price, or service. In other words, most companies have no clue why their customers are their customers.”

“For values or guiding principles to be truly effective they have to be verbs. It’s not ‘integrity,’ it’s ‘always do the right thing.’ It’s not ‘innovation,’ it’s ‘look at the problem from a different angle.’ Articulating our values as verbs gives us a clear idea … we have a clear idea of how to act in any situation.”

“If we were all rational, there would be no small businesses, no exploration, very little innovation, and no great leaders to inspire all those things. It is the undying belief in something bigger and better that drives that kind of behavior.”

“If the people inside a company are told to come to work and just do their job, that’s all they will do. If they are constantly reminded WHY the company was founded and told to always look for ways to bring that cause to life while performing their job, they will do more than their job.”

More Resources

Watch Simon Sinek’s TED talk on the same topic here (over 40 million views)

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