Start with Why emphasizes the importance of understanding and communicating the underlying purpose (or “Why”) of what we do and — by extension — the companies, organizations, practices, consultancies, and personal brands that we create.

Sinek counsels (and shows) that those who succeed inspire others by first emphasizing their values and vision regarding what they do (aspirational big picture). And then follow up with the nuts-and-bolts of how they actually do it (supporting details).

He introduces the “Golden Circle” concept, where “Why” is at the center, followed by “How” and “What.” According to Sinek, we are more attracted, loyal, and likely to recommend or refer when we connect with the deeper meaning behind a product, service, or cause.