Start with Why explores why some leaders and organizations inspire greater loyalty, innovation and sustained success. It introduces the Golden Circle, a simple framework that places purpose at the centre of how people think, act and communicate.

Drawing on examples from business, social movements and early innovators, the book shows how beginning with WHY helps teams attract followers, create trust and repeat success over time. The narrative emphasizes clarity of purpose rather than technical features or short-term tactics.

Practical and strategic, the book offers takeaways for anyone seeking to clarify mission, improve internal culture and communicate more persuasively.

• Examines how purpose drives influence and loyalty
• Introduces the Golden Circle leadership model
• Applies ideas to organizations, movements and teams

Published by Penguin, 2011.

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