Start With Why: The Inspiring Million-Copy Bestseller That Will Help You Find Your Purpose

My cause—to

sweeter deal. And here are the things we’re doing to advance our cause …” And then the details of HOW and WHAT you do follow. But this time, it started with WHY. Imagine if every organization started with WHY. Decisions would be simpler. Loyalties would be greater. Trust would be a common currency. If our leaders were diligent about starting with W

matter how little or how much they achieve, can inspire us. Those with the ability to never lose sight of WHY and also achieve the milestones that keep everyone focused in the right direction are the great leaders. For great leaders, The Golden Circle is in balance. They are in pursuit of WHY, they hold themselves accountable to HOW they do it and

Average companies give their people something to work on. In contrast, the most innovative organizations give their people something to work toward.

When that happens, loyal buyers will always rationalize the premium they pay or the inconvenience they suffer to get that feeling. To them, the sacrifice of time or money is worth it. They will try to explain that their feeling of

“Well, what makes you better than your competition?” we replied, “We’re not better than them in all cases.” And what if the next time someone asks, “Well why should I do business with you then?” we answer with confidence, “Because the work we’re doing now is better than the work we were doing six months ago. And the work we’ll be doing six months f

Regardless of WHAT we do in our lives, our WHY—our driving purpose, cause or belief—never changes. If our Golden Circle is in balance, WHAT we do is simply the tangible way we find to breathe life into that cause.

think about how we do business. We’re always competing against someone else. We’re always trying to be better than someone else. Better quality. More features. Better service. We’re always comparing ourselves to others. And no one wants to help us. What if we showed up to work every day simply to be better than ourselves? What if the goal was to do

the organizations and leaders with the natural ability to inspire us come in all shapes and sizes. They can be found in both the public and private sectors. They are in all sorts of industries—selling to consumers or to other businesses. Regardless of where they exist, they all have a disproportionate amount of influence in their industries. They h