Simon Sinek - Start with Why

Book review time! I've only recently paid attention to the work of Simon Sinek. One of his earliest books, Start with Why, is hailed as a keystone sort of book, especially for business owners. Now that I've read it, I can see why.

An Oldie but a Goodie!
You can find the book on Amazon, published 2011. An Audible version was posted May 2025 as a 15th anniversary item, narrated by Sinek. He has a smooth, entertaining voice. Anything read by an author tends to get higher on my list! I was able to enjoy it for free through Libby, an audio app connected to many libraries. 

Generally About Start with Why
The book is filled with corporate examples to illustrate his point for individuals and businesses to start with their "why." He highlights a few companies repeatedly as they simply exemplify his message. I'll admit, I got a little bogged down in the middle, but it picked up for me as he got closer to the end with chapters 10-14 noteworthy beyond the first couple of chapters describing the concept. 

The Golden Circle

This was really the core concept of the book and most easily describes Start with Why. Business owners, small or large, don't necessarily begin with a clear "why," but you have to develop one you can articulate if you have any hope of continuing beyond year three as a business. 

Why 3 Years?
Three Years is considered a key transition time for businesses to mark surviving start-up and transitioning to a sustainable business. Refer to this blog post reviewing the general 3 year business lifecycle. 

Understanding The Golden Circle
Let's define the pieces of The Golden Circle.

• Why: This is really the crux of why you do what you do—WHY are you even in business? This is asking beyond the surface level of "To make money." Why THIS? Why NOW? As Simon calls it, "WHY is a purpose, cause, or belief. It's the very reason your organization exists."
• How: This is what makes you special or sets you apart from competitors—your process.
• What: Many start with What - this is the product or service you aim to sell or provide. This is the most easily identifiable aspect of your business. 

Is Why REALLY That Important?
You betcha. Simon offered many examples in his book about corporations rising to success - big ones like Walmart, Apple, Southwest Airlines, and Starbucks - who "got fuzzy" about their Why as founding leaders and corporations faced transitions. It seemed a company remained viable as long as the founder and the corporate WHY was (literally) alive and connected with the business. Once a "What" or "How" style leader became the corporate head, often where money became the object or most visible metric of success, that's where corporations faced challenges to even remain viable, typically with reputations taking a severe hit. 

This Applies to Small Businesses
Yes, my nonprofits, fellow entrepreneurs, and authors—this applies to us "little guys" as well. If we have any hope of lasting past Year 3 and becoming sustainable, we must create that Why if we didn't begin with one clearly in mind. 

Focusing on What and How
Sometimes, you identify a need or a benefit you can offer and you simply start running, figuring things out as you go. That's fine to start. You typically have SOME Why in mind as you go, but it may be fuzzy to start, needs shaped, or adapts a bit in those three years to become viable and suit market interest. 

However, for your business to sustain, you must formalize your Why and be able to say it clearly to others. This becomes your rock or "North Star" to weigh decisions that arise.

Staying True to Your Why
Sure, it may still flex as you continue, but likely only a limited amount unless you decide to change businesses, which happens. What and How will regularly adapt as your business grows and evolves. But your Why should remain your core.

What About You?
Do you have your Why in mind? If not, are you working on fleshing it out?

I'm working on the words to update my About page to focus more on my Why. Love to hear your Why and your journey to discover it! Let's Chat or find me on LinkedIn!

Historic Phoenix Cemeteries

Ed Dobbins and Pioneers' Cemetery Association (PCA) have published a book April 2024 detailing the history of seven historic cemeteries in Phoenix, AZ. 

This is a story of a young territorial town that experienced explosive growth while needing a location to bury the dead. Four town blocks were set aside as a cemetery from 1871 to 1884 until it was ordered closed. Once the city incorporated, the cemeteries were re-opened between 1884-1893 as seven separate and distinct cemeteries until once again closed in 1914. 

It's a fascinating story of how early settlers struggled to maintain order, care, and respect in the burial of its citizens. There were many efforts to sell or repurpose the grounds as care and maintenance were often a low priority for the growing city. 

Ed provides a significant number of citations as he chronicles the heritage of the seven historic cemeteries now known as Pioneer & Military Memorial Park (PMMP). He also briefly shares the history behind the current caretakers, the Pioneers' Cemetery Association. 

This book is focused on the history of the cemeteries. PCA published another book July 2018, Pioneer and Military Memorial Park of Phoenix, which includes a variety of stories about those interred in the seven cemeteries. Copies are available on Amazon as linked or by contacting PCA for local pick-up. You can purchase your copy of the books through PCA's Gift Shop.  

Ed has a YouTube channel where he shares other stories of the history of Phoenix. It's a great way to learn about the history of early Arizona. 

I was honored to be a part of this project as proofreader and copy editor. I look forward to assisting you with your next project - Let's Chat!

Decisive: How to Make Better Choices in Life and Work, by Chip & Dan Heath
I just finished a book recommended by a LinkedIn friend, Stephen Mostrom. This was definitely well worth my time! I will highly recommend it as well, especially for those looking for assistance to make a weighty decision. As we all make at least 35,000 decisions daily as noted in this blog post, most won't require a decision-making framework, but this will come in handy for the more challenging ones. 

Thought Provoking
Literally and figuratively. This book is heavy on research and science but with a ton of relatable real world examples of their recommended thought process. It was fascinating to follow the decision processes on topics spanning "shall I get serious about this relationship" to high-finance business decisions that impact a company's growth or demise. One such weighty  business example followed Intel's decision to move to microprocessors from  memory chips.

How to Make Decisions - Thoughtfully and Intentionally
You mean, there's a process out there to make decisions? Beyond "gut feeling?" Outside of self-admitted personal biases or Magic Eight Ball? Mind blown! Even "ask a few friends" is a valid option to get some perspective. 

That's a WRAP!
There are many methods within each component that you simply must read the book to appreciate. On reading the book, you'll discover the Heath Brothers' resources that accompany the book including podcasts, single-page references, and a workbook for more complete reminders of the multiple decision methods that can be utilized. 

• Widen your options
• Reality-test your assumptions
• Attain distance before deciding
• Prepare to be wrong

The Heath Brothers
This duo have authored six books at this writing:

• Making Numbers Count
• Upstream
• The Power of Moments
• Decisive
• Switch
• Made to Stick​

I've also read Made to Stick: Why Some Ideas Survive and Others Die. This had a very similar style being based fairly heavily in research but with a load of relatable, personable stories of recognizable corporate decisions and urban tales. 

Thank you, Chip and Dan, for sharing your ideas on ideas with us! I'm looking forward to ways to decrease my personal biases in decisions and generally take a more methodical step back.

Their books are available on Amazon, but I was also able to find them on Libby through my library.

Read any good books lately? Love to hear your recommendations! Nonfiction is my current focus. Audiobooks are the way to go for me to enjoy "reading" while on my walks. How do you fit in reading time?