Why is the “why” so important?

This question interests and busies Simon Sinek in both his professional life and private life. His belief: It is important for individuals and organizations to start with “Why”.

Simon Sinek was living the American Dream. He had his own small business and although his life seemed perfect, he was struggling. “It started when I lost my passion for what I was doing. All the energy I had was invested in pretending I was happier than I actually was. But my life just became more stressful,” says Sinek about his personal experience. That was what pushed him to seek out a solution: “I wanted to feel passionate about something again.” The “Why” question helped him do exactly that. “I knew what I did and how I did it, but I could not tell you why I was doing it.” By answering this question, he found the missing piece.

Simon Sinek became obsessed with his “Why” and wanted to figure out how to help people find theirs. When we discover our “Why,” we are better able to find the clarity and confidence needed to choose the careers, organizations, communities and relationships that inspire us. Therefore, fulfilment comes when we live our lives with purpose.

“People don’t buy what you do. They buy why you do it.”

Simon Sinek
teaches leaders and organizations how to inspire people.

Sinek believes that this principle is applicable to companies as well. Every ­organization knows what they do. Some know how they do it. But very few ­organizations know why they do what they do: What is the purpose? Why does the organization exist? And why should anyone care? Inspired organizations will start with that question. Apple is a successful example in this regard. The company does not just talk about how they make great computers. They believe in challenging the status quo. they believe in thinking differently – and while doing that they just happen to make great computers. So, when an organization starts with “Why”, they stand for something bigger than any product, according to Sinek. Their brand has real meaning in the world and, thus, they are better able ­to attract and unite employees, customers and partners.


Simon Sinek is an unshakable optimist. He has a bold goal to help build a world in which the vast majority of people go home every day feeling fulfilled by their work. With “Start With Why,” Simon Sinek has started a movement to inspire people to do the things that inspire them.