Simon SinekI was introduced to Simon Sinek by Ariane de Bonvoisin, an author I interviewed in July 2009.  Simon’s new book entitled, “Start With Why-How Great Leaders Inspire Everyone to Take Action,” is an intriguing book about the all important question we should all be asking ourselves before we do anything: “Why?”

Simon points out that some people and organizations are 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 successes over and over?  People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with, “why”? Their natural ability to start with “why” enabled them to inspire those around them to achieve remarkable things.

Simon studied the leaders who’ve had the greatest influence in the world and discovered that they all think, act and communicate in the exact same way–and it’s the complete opposite of what everyone else does.  Simon calls this powerful idea, “The Golden Circle”, and it provides a framework upon which organization can be built, movements can be lead, and people can be inspired.  And he states that it all starts with WHY.

Any organization can explain what it does; some can explain how they do it; but few can clearly articulate why. WHY is not money or profit–those are always results. Why does your organization exist? Why does it do the thing it does?  Why do customers really buy from one company or another? Why are people loyal to some leaders, but not others?

If you want to learn this and more I highly recommend that you read Simon’s new book and learn about his “Golden Circle” model.  Once you understand the Golden Circle you will understand the importance of WHY and how the best keep getting better–because they ask WHY.  You can also access Simon website with more information about his book, and other offerings.  Please click here to access his website.