Start With Why

Most companies define themselves by what they do?i.e. the products or services they offer. Yet, for Simon Sinek, it would be better that they affirm the why of what they are doing. He observes that companies able to claim a clear raison d’êtreperform better in the long run than their competitors. They achieve customer loyalty more easily and are more attractive for their staff. A typical example is Apple, and its slogan “Think different” which perfectly embodies its raison d’être: challenge the status quo. A rallying cry that is applied indiscriminately to personal computer and smartphone manufacturing, or to online applications?making the brand an icon for both consumers and staff identifying with this vision. Starting with this observation, the author then explores the constituent parts of a company focused on its raison d’être. Thus, the six sections of this book not only cover the identification of this raison d’être, but also its communication and its sustainability.

Easy to read, full of examples, this book offers useful thought paths for rallying people around your brand, both internally and externally.