Book Review: Start with Why
Ten years ago, I watched Simon Sinek’s TED Talk, Start with Why, and it felt like a revelation. At the time, I was working in the third sector for a social enterprise, where the logic that why you do something is the most important thing made perfect sense. But I wanted to revisit it to see how the theory held up through the lens of owning a business.
Welcome to the first post in my new blog series, where I’ll be reviewing business books, breaking down what I loved, what didn’t resonate, and whether they’re worth your time. Let’s dive into Start with Why.
What's the premise of the book?
At its core, Start with Why argues that people don’t buy what you’re selling—they buy why you’re selling it. Sinek’s TED Talk, now over 15 years old, captures the essence of the book well and is still relevant. If you’re pressed for time, the talk provides a solid summary in lieu of the book.
The book and talk highlight a fundamental issue: most businesses lack clarity on their why. They focus on the what and the how and then wonder why their customers don’t connect with their offer. Sinek compares companies like Apple, which has built a loyal following by staying true to its purpose (challenging the status quo through innovation), with brands like Dell, whose marketing emphasises their products rather than a deeper why.
What did I love about the book?
The core idea
I loved the core idea of starting with why and using psychology to understand the drivers behind both business decisions and customer behaviour. It’s a gamechanger for reviewing your marketing, how you talk about your work and creating more meaningful connections.
Purpose vs functional benefits
From a practical point of view I loved the part of the book that talks about why it's so important to delve deeper on your why and not just focus on the function and rational benefits of your product or service. Businesses that compete solely on rational benefits often find themselves stuck in a race to the bottom on price, while those focused on a strong why can charge their worth.
Leaders and How People
Chapter eight was particularly insightful, with Sinek’s distinction between “Leaders” and “How People.” As a former Head of Operations, I related to the role of a “how” person who takes a visionary’s big ideas and finds the path to make them real. His quote, “The leader imagines the destination, and the how types find the route to get there,” stuck with me.
What didn’t work for me?
Book vs TED Talk
While the book is engaging, a lot of its core messages are already in the TED Talk. It feels a bit stretched out - but I did find the second half added some more chunky examples and useful questions.
Limited diversity
The book heavily features male leaders and focuses on large corporations like Apple. I would have loved to see examples of female leaders and businesses of varying sizes and sectors to make the book feel more inclusive.
Less relevance for solo entrepreneurs
Sinek discusses how large teams can uncover their why, which is insightful but less applicable for solo entrepreneurs.
Is this relevant for small businesses?
Although the examples lean toward big corporations, the concept of starting with why can absolutely transform small businesses. It’s a powerful tool for refining your marketing, creating stronger customer connections, and structuring your offers with purpose.
Would I Recommend It?
Yes - if you enjoyed the TED Talk and want to explore the concept further.
I started jotting ideas down for this review half way through and was ready to write the book off as an extended version of the TED Talk... but then I hit half way through and Sinek really starts to layer up on his examples and get you thinking deeply about the concept and how you can apply it
If you’re looking to align your business with your purpose, it’s worth a read—or even better, a listen, as Sinek’s narration makes it engaging and it only takes approx 6 hours from start to finish.