Simon Sinek ‘s Start with Why is one of the most influential books on leadership development and motivation in organizations. The content of this book can address common problems in organizations such as lack of inspiration, lack of clear vision, employees lacking a sense of engagement, and the inability to effectively communicate goals.
Starting with the question “Why” helps us understand our true motivations and can lead an organization to sustainable success. Here are 10 key lessons that The Practical team has learned from the book.
1. Start with Why
Knowing “why” we do things is the most important thing because it inspires us to move forward and gives meaning to our work.
“People don’t buy what you do, they buy why you do it.”
Example: Apple doesn’t just sell computers, they sell a vision of changing the world through technology. They focus on creativity and innovation, so they make customers feel like they’re part of that change.
Apple is known for creating products that are not only high quality, but also beautifully designed and easy to use. Apple products like the iPhone, iPad, and MacBook are not just tools, they are symbols of innovation and creativity.
Apple’s marketing often focuses on the user experience rather than the product features. They focus on making customers feel connected to the brand, using powerful storytelling to create a sense of belonging to a community that is working to change the world.
One of Apple’s standout campaigns is “Think Different,” which encourages people to think differently and do creative and unique things. The campaign focuses on honoring visionaries like Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr., all of whom have helped change the world for the better.
With a clear vision and powerful communication, Apple doesn’t just sell products, it sells big beliefs and visions, making customers feel like they’re buying more than just tools, but also a dream and a part of changing the world.
2. True leadership comes from belief.
Successful leaders lead by sharing and believing in their own and the organization’s vision.
“Leadership is not about control, but about taking care of those under your care.”
Example: Martin Luther King Jr. was a leader not because of his title, but because of his beliefs and vision for equality, which made people willing to follow him.
Martin Luther King Jr. was a leader of the civil rights movement in the United States in the 1960s. He was a man with clear beliefs and visions about equality and social justice. In particular, he emphasized the importance of nonviolent resistance in the fight for civil rights.
“I have a dream that one day this nation will rise up and live out the true meaning of its creed: ‘We hold these truths to be self-evident, that all men are created equal.’”
King’s vision was communicated clearly through his powerful words. One of his most famous speeches was his “I Have a Dream,” which he delivered outside the Lincoln Memorial in Washington, D.C., in 1963. In this speech, King envisioned a future where his children would not be judged by the color of their skin, but by the content of their personality.
King uses his storytelling and powerful communication skills to connect people with his vision. He inspires and instills hope in people who feel marginalized and voiceless in society.
King’s approach to building trust and communicating a powerful vision is a clear example that leadership is not about position, but about belief and the ability to make people envision a better future and want to join in that change.
3. Create a Golden Circle.
Simon Sinek proposed the Golden Circle model, which consists of three parts: Why, How, and What, starting from the inside out.
“The goal is not to do business with everyone who wants what you have, but to do business with people who believe in what you believe in.”
Example: Harley-Davidson doesn’t just sell motorcycles, it sells a lifestyle and culture of independence and adventure, which appeals to a group of like-minded customers.
Harley-Davidson is one of the strongest and most recognizable brands in the world, not only because of the quality of their motorcycles, but also because of the lifestyle and culture they have created. Harley-Davidson is not just a motorcycle manufacturer, but also a symbol of freedom, adventure, and community among those who share the same passion.
The company was founded in 1903 and over the decades has built a strong image of life on the road. Harley-Davidson riders often feel like they’re part of a community that shares their values and beliefs, whether it’s seeking freedom, exploring new trails, or seeking memorable experiences.
One of Harley-Davidson’s most notable campaigns is “Live to Ride, Ride to Live,” which reflects the commitment to living life to the fullest through motorcycling. This slogan is not just a slogan, but a philosophy that Harley-Davidson riders live by.
Harley-Davidson also focuses on building a strong community through events and rider groups. For example, the Harley Owners Group (HOG) is a gathering of people who share a passion for Harley-Davidson motorcycles. These groups create a stronger connection and bond between customers and the brand.
With a vision and marketing focused on culture and lifestyle, Harley-Davidson has been able to build a meaningful and highly loyal brand with its customers. Customers who buy a Harley-Davidson aren’t just buying a vehicle, they’re buying an experience, memories and a sense of being part of a great community.
4. Create a sustainable corporate culture
Building a strong and sustainable corporate culture is the result of everyone in the organization understanding and sharing the same vision.
“Customers will never love a company until their employees love it first.”
Example: Zappos focuses on creating a corporate culture where employees feel happy and proud of their work, resulting in high-quality customer service and customer satisfaction.
Zappos is a company known for its high-quality customer service and engaging corporate culture. Creating a culture where employees feel happy and proud at work is one of the factors that make Zappos successful.
One of Zappos’ core principles is to make employees feel valued and engaged in the organization, which starts with the hiring process. Zappos prioritizes selecting employees whose attitudes and values match the company’s culture. They not only look at the ability of the applicant, but also whether he or she can fit into the company culture. After new employees join Zappos, they receive comprehensive and intensive training that focuses not only on the job, but also on how to serve customers and make them feel satisfied.
Zappos also has a unique policy to promote its corporate culture. For example, every year, Zappos releases a Culture Book, a collection of employee opinions and experiences on corporate culture. The book reflects the diversity and creativity of its employees.
Zappos also encourages employees to be flexible with their work and gives them the freedom to make decisions about how they serve their customers. Employees do not need to ask for permission from their managers to fix problems or give customers something special, which makes Zappos’ customer service more personal and efficient.
Zappos’ commitment to its employees in this way results in happy and motivated employees, which in turn leads to high-quality customer service. Customers who use Zappos’ services tend to have a positive experience and are satisfied, which leads to them coming back and recommending their services to others.
With a vision focused on building a strong and happy corporate culture, Zappos has built a sustainable brand with a high level of customer loyalty. They don’t just sell products, they sell experiences and the good feelings customers get from service.
5. Powerful communication
Good communication is not just about conveying information, but also about building trust and inspiring the listener.
“Communication is not just about saying what we think, but about making others understand what we mean.”
Example: Steve Jobs didn’t just talk about new products, he told stories and created images that were exciting and memorable, making customers feel connected to the product.
Steve Jobs was known as a visionary leader and an excellent communicator. He was skilled at storytelling and creating excitement around new Apple products. One clear example was the launch of the iPhone in 2007.
On that day, Jobs didn’t just unveil a new mobile phone; he told a story that would change the way we look at and use them. He began his presentation by telling the audience that there were “three revolutionary devices,” including the iPod, the mobile phone, and the Internet. But then he surprised everyone by revealing that all three devices were rolled into one: the iPhone.
Jobs’ storytelling not only created excitement, but also created a deep sense that customers were part of the change. He used storytelling to connect people to Apple’s vision of creating products that “changed the world,” making customers feel like they weren’t just buying a product, but were part of the revolution.
Jobs also emphasized creating meaningful and valuable experiences for customers. For example, Apple Stores are not just stores, but places where customers can touch and try products, be served by knowledgeable staff, and feel special and attentive to detail.
Jobs also focused on product design and aesthetics, which are part of what makes Apple’s products unique and memorable. His presentations often emphasized simple, intuitive designs that made customers feel like the product was designed for them.
In these ways, Steve Jobs didn’t just sell products; he built deep experiences and relationships with customers, making them feel like they were part of a special community that shared Apple’s vision.
6. Building a strong team
Teams with shared beliefs and visions can work together effectively and creatively.
“Success is not achieved by one person, but by a team of like-minded people working together.”
Example: Teams at Google have a culture that emphasizes collaboration and idea sharing, which allows them to create great innovations.
Google is one of the world’s leading technology companies, known for its innovation and creativity. One of the key factors that has allowed Google to create great innovations is its corporate culture that encourages collaboration and idea sharing.
Google’s culture is based on the belief that the best ideas can come from anywhere in the organization, whether it’s engineers, designers, marketers or even new employees. Everyone has the right and freedom to contribute their ideas and opinions, which fosters exchange of ideas and collaboration to create new things.
Google also has a policy called “20% Time” which allows employees to spend 20% of their work time on projects that they are interested in and believe will benefit the company. This policy creates an open environment and encourages employees to innovate and experiment. One notable outcome of this policy is the development of Gmail and Google News, which began as 20% employee projects.
Creating open and flexible workspaces is also part of Google’s collaborative culture. Google offices often have design themes that encourage idea sharing, informal meeting spaces, and amenities that help employees feel relaxed and ready to create.
Google’s culture of collaboration and idea sharing makes employees feel like they are contributing to the company’s success and innovation. They feel valued and able to contribute to change and develop new things, which is a major motivation for their work.
With a vision and culture focused on collaboration and idea sharing, Google has created great innovations that have had a global impact in many areas, including technology, search, advertising, and the platforms people use every day.
7. Building brand trust
A brand that has a clear and solid reason will build trust and loyalty in customers.
“Brand trust isn’t something that’s built in a day, it comes from consistently doing what we say we’re going to do.”
Example: Nike builds brand trust by emphasizing the importance of sport and commitment, making customers feel inspired and confident in the product.
Nike is a globally recognized brand for producing high-quality sports equipment, but what makes Nike stand out and builds lasting brand credibility is its emphasis on the importance of sport and its commitment to achieving goals.
One of Nike’s most notable campaigns is “Just Do It,” which was launched in 1988. Not only is this campaign a slogan that encourages people to take action and never give up, it also inspires athletes of all levels, whether they are professional athletes or everyday people who want to improve their health and fitness.
Nike often uses stories of successful athletes or those who have overcome obstacles in life to inspire their customers. For example, ads featuring Michael Jordan or Serena Williams highlight not only their athletic abilities, but also their determination, perseverance, and refusal to give up in the face of adversity.
Nike also sponsors and partners with top athletes and teams around the world. When these top athletes wear Nike products, customers feel confident in the quality and performance of the products because they see professional athletes using them in world-class competition.
Another strategy that Nike uses to build trust in the brand is by emphasizing the importance of sustainability and environmental stewardship. They have programs such as Nike Grind, which uses leftover materials from shoe production to create new court surfaces and products. Nike also uses recycled materials in some of its products and tries to reduce the environmental impact of the manufacturing process.
Nike’s commitment to creating high-quality products, inspiring storytelling, and running socially and environmentally responsible programs means customers feel inspired and trust the brand. Customers who use Nike products aren’t just buying a product; they’re buying the experience, feeling, and inspiration that come with the brand.
8. Motivation in the organization
Having a clear vision and good communication will inspire employees and make them more engaged.
“Inspiration doesn’t come from outside, it comes from knowing why we are doing things.”
Example: Tesla inspires the organization with its vision of changing the world with clean energy, making employees feel like they are part of the mission.
Tesla is a company known for its innovation and development of highly efficient and environmentally friendly electric vehicles. One of the key factors that has made Tesla so successful is its clear vision to change the world with clean energy, which inspires and makes employees feel like they are part of a larger mission.
Tesla’s vision is defined by the company’s founder and CEO, Elon Musk. He is committed to creating a world powered by clean and sustainable energy, believing that technology can solve environmental problems and change the way we live. Musk has articulated this vision through his talks, presentations, and Tesla’s ongoing projects.
One of Tesla’s key projects is to develop electric cars that are not only highly efficient, but also have a modern design and are environmentally friendly. For example, the Tesla Model S and Model 3 are widely recognized as efficient electric cars with long driving ranges. Developing these innovations makes employees feel proud to be a part of creating meaningful and positive impacts on the world.
Tesla also inspires the organization by fostering a culture that emphasizes innovation and creativity. Employees are encouraged to think outside the box and try new things, which creates an atmosphere that encourages creativity and creativity. Additionally, working in an environment with shared goals makes employees feel like they are part of a team that is committed and dedicated to changing the world.
With a clear vision and a corporate culture that emphasizes engagement and innovation, Tesla has not only been able to create great products, but has also inspired and motivated loyalty in its employees, making them willing to work hard and devote themselves to achieving the company’s greater goals.
9. Flexibility and adaptability
Successful organizations are flexible and adaptable to changing circumstances.
“Success is not about not failing, but about rising and adapting after we fall.”
Example: IBM transformed from a hardware manufacturer to a technology provider, enabling it to remain an industry leader.
IBM (International Business Machines) is one of the world’s oldest technology companies, founded in 1911. In its early days, IBM was known for producing computer hardware such as mainframe computers used by large organizations around the world. However, in an era where technology and market demands are changing rapidly, IBM is faced with the challenge of adapting.
In the 1990s, IBM began to see the market shift from hardware to software and technology services. In order to remain a leader in the industry, IBM began to adapt by expanding its business into technology services and software development.
One of IBM’s major moves was its decision to sell its PC manufacturing business to Lenovo in 2005, which sent a clear signal that IBM wanted to focus on services and software instead of hardware. The decision allowed IBM to use its resources and capabilities to develop new services that better meet customer needs.
IBM has also invested in research and development of new innovations, such as the development of Watson, an artificial intelligence (AI) system that is capable of processing data and providing answers in complex ways. Watson was first introduced as a contestant on the game show “Jeopardy!” and was able to beat human contestants. Watson’s success not only demonstrates IBM’s technological capabilities but also opens up new opportunities for the use of AI in businesses and industries such as healthcare, finance, and customer service.
IBM’s transformation is not just about changing the direction of its business, but also about changing its corporate culture. IBM has created an environment that emphasizes continuous learning and development. Employees are encouraged to learn new skills and use the latest technologies in their work. Comprehensive training and development programs allow employees to adapt and grow with the changes the company is making.
10. Maintain consistency
Consistency in working and communicating your vision is essential to build long-term trust.
“Consistency is the key to success. Doing what we say and being a good example.”
Example: Coca-Cola maintains brand consistency and marketing, which keeps customers loyal and trusting the brand for a long time.
Coca-Cola is one of the most famous and recognizable brands in the world. Coca-Cola’s success comes not only from creating products with unique flavors, but also from maintaining brand consistency and marketing that has built trust and loyalty among customers around the world.
One of the keys to Coca-Cola’s consistency is its strong and recognizable brand. Coca-Cola’s red and white logo is a familiar and recognizable symbol throughout the world, whether it’s in advertising, products or promotional materials. This consistency in logo and color helps customers feel familiar with and trust the product.
Coca-Cola also maintains consistency in the message and image it communicates to consumers. Coca-Cola’s advertising often emphasizes happiness, fun, and shared experiences, which are the brand’s core values. The repetition of these themes in the advertising helps create a sense of connection and familiarity with the brand in the minds of customers.
A notable example is the “Share a Coke” campaign that began in 2011 by printing Coca-Cola’s name on bottles. Not only was this campaign fun and engaging, it also emphasized the importance of sharing and connecting with people. The success of this campaign demonstrates Coca-Cola’s ability to create creative and memorable marketing while still staying true to the brand’s core values.
Coca-Cola has also adapted and introduced new products to meet market demands, such as the launch of Coca-Cola Zero Sugar, which caters to consumers looking to reduce their sugar intake. Coca-Cola’s ability to combine innovation with a consistent brand has allowed them to stay relevant in the market and delight their customers.
By maintaining brand consistency and marketing, as well as engaging customers and communities, Coca-Cola is able to build lasting trust and loyalty with customers, whether it’s through creating memorable campaigns or maintaining product quality.
Conclusion
Simon Sinek’s book “Start with Why” is a valuable tool for those looking to understand and improve leadership and organizational culture. Starting with the question “Why” not only helps inspire loyalty and trust in customers and employees, it is also a way to build sustainability and long-term success. If we can get people to believe in what we do, and know why we do it, they will be ready to travel with us through every change.
For anyone interested in this book, you can buy it here: Why Start with “Why” (Revised Edition)
