A decade on and millions of TED talk hits later, Simon Sinek's deceptively simple yet global phenomenon is as powerful and practical as ever.
In his challenge for us to Start with Why, Simon helps organisations, teams and individuals cut through the noise of their day-to-day lives to the core of what gets them out of bed in the morning using a concept of three golden circles.
WHAT we do is easy – the services we offer and the products we sell
But HOW do we do what we do that makes us special and sets up apart from others?
And most importantly WHY do we do what we do? What's the fundamental reason we exist, why we matter, why we get out of bed in the morning?