 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.
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!
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