Founder connections
- Richard BransonPublisher endorsement
“keep our values at the heart of everything we do at Virgin”
In an endorsement published by Penguin, Branson says rereading Start With Why reminded him to keep values central at Virgin and recommends the book to business leaders.Source
Summary
Sinek argues that leaders inspire support by communicating why they do something, rather than beginning with what they sell or how they work. His Golden Circle framework puts that purpose at the center of communication and action. He uses examples including Steve Jobs, Martin Luther King Jr. and the Wright brothers to explain his view of leadership and loyalty.
Why read it Our view
Useful for making a company’s purpose clear to staff and customers. Ask what the company exists to do, how that purpose changes choices, and whether the message agrees with the work people can actually see.
Written about
- Steve JobsLeadership exampleSinek uses Jobs as an example in his argument that leaders inspire people by communicating a clear purpose.Source