Mr Sinek uses the book to illustrate the power of knowing purporse - the WHY. This belongs in the category of "lighting a fire in you". Easy read, and a great one for getting some inspiration.

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Key Ideas:

The best does not always win. I have personally seen this time and time again. The brightest student in class, the best technical product, the best performing-fund -- these are not necessarily the winners. Sometimes it is the about who is able to show the most passion, play the long game, empathize with customers.

A blend of skills makes an organisation work. The best chief executives are WHY-types—people who champion a cause for their company, but they also need the HOW-types to operate and run the business by building and bringing structure.

On competition. Compete against no one but ourselves. This was something my shooting coach used to tell me and the team, and it is still something that I believe to be highly effective and helps to drive focus. It avoids trying to control what others do and keeps the focus on what one can do.

A company that can clearly communicate their WHY and what they believe in will attract loyal customers who feel a belonging and a sense of kinship with others who buy the same thing.

Big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or price to continue doing business with you.

Last nugget from me. Picture someone asking you what you do for a living. Picture this someone asking you WHY three times in a row, always after you give a response. I think this is a pretty good way of trying to peel back the layers and force you to think about why you are doing something.

Click here to see it on Amazon

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