[...]... reason I can think of to continue sharing this idea Inspire on! Simon Sinek New York July 28, 2011 INTRODUCTION WHY START WITH WHY? This book is about a naturally occurring pattern, a way of thinking, acting and communicating that gives some leaders the ability to inspire those around them Although these “natural-born leaders may have come into the world with a predisposition to inspire, the ability... and customers better Inspired employees make for stronger companies and stronger economies That is why I wrote this book I hope to inspire others to do the things that inspire them so that together we may build the companies, the economy and a world in which trust and loyalty are the norm and not the exception This book is not designed to tell you what to do or how to do it Its goal is not to give... customers did business with them only once They had a transactional business yet they were trying to make it so much more than that So they stopped trying to make their service “better than similar offers,” and instead settled with good Given that most people were not going to become repeat customers, there weren’t going to be any head -to- head comparisons made to the other services All they needed to. .. one But toothpaste is just a metaphor Nearly every decision we’re asked to make every single day is like choosing toothpaste Deciding what law firm to hire, college to attend, car to buy, company to work for, candidate to elect—there are just too many choices All the advertising, promotions and pressure employed to tempt us one way or another, each attempting to push harder than the other to court... right time, took something special Though others knew what had to change in America to bring about civil rights for all, it was Martin Luther King who was able to inspire a country to change not just for the good of a minority, but for the good of everyone Martin Luther King started with Why There are leaders and there are those who lead With only 6 percent market share in the United States and about... inspire people to act Those who are able to inspire give people a sense of purpose or belonging that has little to do with any external incentive or benefit to be gained Those who truly lead are able to create a following of people who act not because they were swayed, but because they were inspired For those who are inspired, the motivation to act is deeply personal They are less likely to be swayed... incentives Those who are inspired are willing to pay a premium or endure inconvenience, even personal suffering Those who are able to inspire will create a following of people—supporters, voters, customers, workers—who act for the good of the whole not because they have to, but because they want to Though relatively few in number, the organizations and leaders with the natural ability to inspire us come in... simple Apple inspires Apple starts with Why 3 He was not perfect He had his complexities He was not the only one who suffered in a pre–civil rights America, and there were plenty of other charismatic speakers But Martin Luther King Jr had a gift He knew how to inspire people Dr King knew that if the civil rights movement was to succeed, if there was to be a real, lasting change, it would take more than... value, we share it with the people we love Inspired, my friends started making big life changes In turn, they invited me to share this idea with their friends, the people they loved And so the idea started to spread It was at this point I decided to turn myself into the guinea pig It didn’t seem right that I would share or promote a concept that I didn’t practice myself So I was going to practice it as... automakers entered the field, GM dominated New competition, as one would expect, made that goal harder to maintain I don’t need to provide any data to explain how much has changed in the auto industry in fifty years But General Motors held fast through most of the last century and maintained its prized dominance Since 1990, however, Toyota’s share of the U.S market has more than doubled By 2007, Toyota’s . L.P. Sinek, Simon. Start with why : how great leaders inspire everyone to take action / by Simon Sinek. p. cm. Includes bibliographical references and index. ISBN : 97 8-1 -1 0 1-1 490 3-4 1. Leadership AFTERWORD Acknowledgements NOTES INDEX PORTFOLIO / PENGUIN START WITH WHY Simon Sinek is leading a movement to inspire people to do what inspires them. With a bold goal to build a world in which the vast majority. BELIEVE Chapter 8 - START WITH WHY, BUT KNOW HOW Chapter 9 - KNOW WHY. KNOW HOW. THEN WHAT? Chapter 10 - COMMUNICATION IS NOT ABOUT SPEAKING, IT’S ABOUT LISTENING PART 5 - THE BIGGEST CHALLENGE