Ken Krogue, in a blog post for Forbes, argued that it is far more important, especially for salespeople, to find the right person (which Krogue called 'starting with Who') before 'starting with Why': Lindsay McGregor and Neel Doshi, co-authors of the book Primed to Perform: How to Build the Highest Performing Cultures Through the Science of Total Motivation, came to a similar conclusion: 'Why we work determines how well we work.' He speculates about the biological factors behind this structure, such as the limbic system. Sinek calls this triad the golden circle, a diagram of a bullseye (or concentric circles or onion diagram) with 'Why' in the innermost circle (representing people's motives or purposes), surrounded by a ring labelled 'How' (representing people's processes or methods), enclosed in a ring labelled 'What' (representing results or outcomes). Sinek says people are inspired by a sense of purpose (or 'Why'), and that this should come first when communicating, before 'How' and 'What'. The golden circle The golden circle diagram, redrawn from Start with Why

Martin Luther King Jr, John F Kennedy, Steve Jobs and the entire Apple culture as examples of how a purpose can be created to inspire a culture together, away from the manipulative society we live in today. He believes leadership holds the key to inspiring a nation to come together and advance a common interest to make a nation, or the planet, a more civilised place. Sinek highlights the importance of taking the risk and going against the status-quo to find solutions to global problems. The book primarily discusses the significance of leadership and purpose to succeed in life and business. Sinek argues that inspiration is the more powerful and sustainable of the two. The book starts with comparing the two main ways to influence human behaviour: manipulation and inspiration.

Start with Why: How Great Leaders Inspire Everyone to Take Action is a book by Simon Sinek.

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