Start with YOUR Why: Why We Recommend Reading Simon Sinek’s Book

An image showing that why should be central to your business plan

In the world of business and leadership, few books have made as profound an impact as Simon Sinek’s Start With Why. At its core, the book delves into the fundamental question that Sinek argues is the bedrock of successful and inspiring leaders, companies, and movements: Why do you do what you do?

Sinek presented a TED talk on this topic shortly before his book was published (originally in 2009), and his presentation remains one of the most viewed TED talks of all time. If you have somehow managed to NOT see this presentation, be sure to do so now (here is a link). Both his presentation and the book have played significant roles in popularizing Sinek’s “Start With Why” concept.


Sinek introduces the concept of the Golden Circle, which places “Why” at the center, followed by “How” and “What.” He posits that most companies do it backward, focusing on what they do and how they do it – but without ever clarifying why they do it (beyond mere profit). The few that start with “why” are the ones that truly inspire and lead—not just in the market but in the hearts and minds of their customers and employees.

A Purpose Beyond Profit & Alignment with Our Company’s Values

Reflective Equilibrium Marketing was built on the belief that businesses should operate with a purpose that transcends the mere pursuit of profit. Start With Why echoes this sentiment, illustrating how companies rooted in a clear and compelling “why” are able to inspire loyalty, innovation, and success. This principle resonates with our ethos of helping clients find their ikigai, ensuring their business not only succeeds financially but also contributes positively to society.

Sinek’s philosophy that people don’t buy what you do but why you do it aligns perfectly with our approach to marketing. At Reflective Equilibrium Marketing, we emphasize creating movements and brands that resonate with individual values and aspirations. By starting with “why,” our clients can build brands that truly reflect their core values, attracting customers and employees who share those beliefs.

Start With Why highlights the power of “why-driven organizations” to create loyal communities and drive change. This dovetails with our vision of fostering community and driving meaningful societal change through business. Sinek’s book reaffirms our commitment to guiding businesses in becoming beacons of inspiration and catalysts for positive transformation in their communities.

Rediscovering and Communicating Your Why

For those of you who may be in a business that either never established, or that has lost sight of their “why,” Sinek offers a roadmap to rediscovery that can be immensely valuable. This is a journey we often navigate with our clients at Reflective Equilibrium Marketing, helping them to either establish, or realign their operations, culture, and marketing with their foundational purpose. Sinek’s methodology provides additional tools and frameworks to facilitate this process, reinforcing the services and guidance we offer.

As you can probably tell, we align with and wholly recommend Start With Why by Simon Sinek. To us, it’s not just a book; it’s a manifesto for those who aspire to lead with purpose, integrity, and inspiration. And we are proud to say that its principles are deeply ingrained in the fabric of Reflective Equilibrium Marketing’s own beliefs. We see Sinek’s work as an essential read for our clients and anyone looking to build a business that doesn’t just aim for success but strives for significance. As we accompany our clients on their entrepreneurial journey, Start With Why can serve as a guiding light, reminding us all that the most enduring successes are those that are rooted in a clear, compelling, and values-driven “why.”

Here is where you can obtain a copy of the book and/or the audiobook:

Disclosure of Amazon Affiliation

As part of our commitment to providing value and resources to our entrepreneurial community, Reflective Equilibrium Marketing is proud to be an Amazon Affiliate. This means that when we recommend books or products available on Amazon like this one, – we include special links (embedded in the above button). If you choose to make a purchase through our links, we earn a commission. It’s important to note, however, that this doesn’t incur any additional cost to you. It’s a simple yet effective way to support our work, allowing us to continue offering valuable content and services to help you on your entrepreneurial journey. Thank you for your support!

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