Start With Why

Start With Why Full Book Introduction

Why was Steve Jobs able to make Apple a worldwide craze? Start With Why reveals that the secret lay in Jobs using The Golden Circle, always asking WHY before anything else. This book introduces the concept of The Golden Circle, and through ample examples, explains why The Golden Circle is so effective, the process of using it, and how to increase your ability to exert influence through The Golden Circle.

Author : Simon Sinek

Simon Sinek is a British-American author and inspirational speaker, as well as a prominent voice in leadership theory. He became famous due to his discovery of The Golden Circle. He has served as an advisor for numerous leaders and organizations, from SMEs and startups to large enterprises such as Microsoft, to non-profit organizations, and has even advised governments and politicians. His views are frequently quoted in major newspapers and magazines. His other works include Leaders Eat Last among others.

Overview | Chapter 1

Hi, welcome to Bookey. Today we will unlock the book Start With Why: The Golden Circle that Jobs followed to make Apple a global success.

Everyone knows Apple. In 1976, Steve Jobs and Steve Wozniak founded Apple Computer in California. In its first year of business, selling only one product, Apple made a million dollars in revenue. By year two, their sales had soared to 10 million dollars. And by the sixth year, Apple had become a billion-dollar company with over 3000 employees. In April 2012, Apple became the world’s biggest company, with a market value of over 520 billion.

Why was Apple able to achieve such enormous success? You could say it’s because Apple’s products are perfect, their advertisements are full of innovation, and consumers everywhere love them. However, the author of Start With Why, Simon Sinek, thinks that the reason Apple was able to succeed was in fact because its founder used a brand new perspective to look at personal computers, and dared to challenge traditional market views. He did this by first asking WHY. While the majority of companies were still thinking that the biggest market for computers lay in business use, Apple envisioned that it would become a commodity for everyone and not simply a tool that sits on an office desk. It's exactly because Apple insisted on asking WHY before anything else, that they were able to achieve non-stop innovation and push aside these traditional views, and it was this very concept that won Apple widespread long-term trust and support from consumers.

The book we'll unlock for you today, Start With Why, provides a deep analysis of the secret to Apple becoming a global success – The Golden Circle, or in other words, asking WHY before anything else.

Now, let’s learn to understand this principle by looking at three separate areas:

Part One: Why The Golden Circle is so effective

Part Two: How to use The Golden Circle

Part Three: Using The Golden Circle to win support