Start With Why — Simon Sinek

A lot of people are really into this book. I held off reading it because I once saw SINEK give an unbearably coy talk about it.

SINEK’s main argument is that people, brands and organisations do best when they can clearly define why they exist and work outwards from that. This is in opposition, he says, to an ideology which starts by defining what or how.

This book is fairly terrible but the idea is quite potent. Let me share this for you now so that you don’t have to read it:

In fact, Apple didn’t introduce the iPod until twenty-two months after Creative’s entry into the market. This detail alone calls into question the assumption of a first mover’s advantage. Given their history in digital sound, Creative was more qualified than Apple to introduce a digital music product. The problem was, they advertised their product as a “5GB mp3 player.” It is exactly the same message as Apple’s “1,000 songs in your pocket.” The difference is Creative told us WHAT their product was and Apple told us WHY we needed it.

And this from Henry Ford:

“If I had asked people what they wanted,” he said, “they would have said a faster horse.”

And this about Microsoft’s CEOs throughout history:

Energy motivates but charisma inspires.

Basically: start by defining why you are doing what you are doing. It makes things a lot clearer. In fact, I agree. But I don’t want to write more than 250 words on the topic.