Start With Why
Mattias Josephson
Fighting climate change through innovation and entrepreneurship.
I (along with AI) have created music inspired by a number of leadership classics, including Simon Sinek's book Start With Why.
I believe many of us remember the first time we stumbled upon Simon Sinek's TEDx talk Start With Why on YouTube. It was as if someone suddenly lit a candle and managed to put into words something we had long felt but never quite been able to articulate. He talked about why—the fundamental purpose that drives us and our organizations—and how that question often comes last compared to what and how in our pragmatic age.
He clarified that you couldn't answer the question of why you or your organization does what you do with "to make money"—because that is always a result. He argued that it was crucial to know your purpose, your cause, your belief. This at a time when many could say things like: "Personally, I'm not that interested in soft issues and don't think they should interfere with the management team." This kind of why was not considered important. HR was welcome to try to stick on a few of these aspects to the company, but it was not a management issue.
In both the TEDx talk and the book, he uses a very simple yet powerful illustration with three circles within each other—Why, How, and What. In most organizations, we start with What—what we do, what products we sell, what services we offer. Then we move on to How—how we do it, our processes and methods. Finally, and perhaps only occasionally, we might continue inward to Why.
This isn't surprising. Clarity is important. What is a clear parameter, and much of how can be perceived as equally clear. Why, in comparison, is something fuzzy and unclear. Most of us conclude that it's more responsible to start with the clear what and how and not waste time on something as nebulous as why.
Then, Simon Sinek points to several examples like Apple, Martin Luther King Jr., and the Wright brothers, demonstrating how their ability to start with why made them superior compared to those who started at the other end.
He continues to support his argument by linking it to how the brain works:
Although we can explain what we do and how we do it with the help of our neocortex, it is only when we speak to the limbic system—our why—that we can truly influence and inspire others. Since the limbic system controls our decisions, this means that when we start with why, we are speaking directly to the part of the brain that governs our emotions and behaviors.
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The Importance of Why in Leadership
By understanding and communicating our why, we can create stronger emotional connections with people, which in turn leads to loyalty and engagement. This is why companies and leaders who start with why are often the ones who succeed in inspiring and building long-lasting relationships with both employees and customers.
For a leader, it is crucial to be anchored in the organization’s why. This purpose should not just be an idea but the foundation for all decisions and actions. When a leader communicates from a clear why, it creates a strong connection within the company, where all employees feel they are working towards a common goal.
By consistently returning to why, the purpose becomes more than just a slogan—it becomes something that permeates the entire organization. This creates a culture where each individual feels engaged and motivated to contribute to the company’s success. When everyone understands and shares the company’s why, both motivation and creativity increase, and the entire organization can grow and thrive with a common purpose at its core.
The Importance of Why in the Market
Breaking through in the market is not just about offering the best products or services, but about creating a deeper connection with customers through a clear why. When a company is anchored in its purpose and communicates it consistently, it builds loyalty and trust that extend beyond the products. Customers don’t just buy what you sell; they buy why you do it. This is the key to not only leading the market but also inspiring and building long-lasting relationships that drive real success.
Songs of the Leadership Classics
So this is one of the books that I (together with some AI tools) have created music for and released as the album Songs of the Leadership Classics (by Harmony Management). If you feel that the ideas above resonate with you, you're welcome to add Start With Why Song (Her) or Start With Why Song (Him) to one of your playlists. Below, you'll find links to one of these songs along with the lyrics:
| Spotify | Apple Music | YouTube | Amazon Music |
START WITH WHY SONG (Him)
Morning light a brand new day
Purpose calls it leads the way
Not just what but the reason deep
Inspiration's the goal we keep
Vision clear our hearts ignite
With every step we reach new heights
Find your cause let it guide
With purpose strong we walk with pride
Start with why let it shine
Purpose clear in every line
In every action every try
We find our way when we start with why
In the journey passion grows
With every question the answer shows
Not just how but the meaning found
Purpose drives it's so profound
Start with why let it shine
Purpose clear in every line
In every action every try
We find our way when we start with why
Start with why let it shine
Purpose clear in every line
In every action every try
We find our way when we start with why
In the journey passion grows
With every question the answer shows
Not just how but the meaning found
Purpose drives it's so profound
Vision clear our hearts ignite
With every step we reach new heights
Find your cause let it guide
With purpose strong we walk with pride
Start with why let it shine
Purpose clear in every line
In every action every try
We find our way when we start with why
With purpose strong we never stray
Starting with why we find our way
In every heartbeat every sigh
We live our truth we start with why