Simon Sinek started a movement in 2009 helping people become inspired at work and inspire people around them. Since then, he has inspired millions of people with his idea—including more than 28 million people who have watched his TED Talk which is the third most watched TED talks of all time. People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had one thing in common—they started with WHY. They discovered that people can’t buy a product, service, movement, or even idea unless they understand the WHY behind it. Start with Why shares how leaders—those who have the greatest influence in the world—think, act, and communicate in the same way. And it’s the opposite of what everybody else does. Sinek calls this concept the Golden Circle and it explains how organizations are built, movements are led, and people are inspired. And it starts with WHY.