If you're not starting with "why," you're losing out. Here's WHY…

Friday: Mindfulness by Miles FROM THE DESK OF MILES EVERSON: Hi! How are you? I hope you’re having a great Friday so far. I’m excited to share with you another interesting topic for today’s “Mindfulness by Miles.” Every Friday, I publish articles about health, well-being, and the future of work with a goal to help you boost your work life and personal life. In this article, we’ll focus on a particular book from an insightful author. Are you ready? Keep reading below to learn more about the topics covered in this book. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

If you're not starting with "why," you're losing out. Here's WHY… What do you think sets truly great leaders apart? Their habits? Their skills? Their personality? In a world inundated with endless products, services, and choices, being a great leader entails more than just having these qualities. Simon Sinek’s groundbreaking book titled, “Start with Why: How Great Leaders Inspire Everyone to Take Action,” tackles this topic head-on, offering profound insights into the essence of true leadership and the secret to inspiring others. At the core of Sinek’s philosophy is the concept of “The Golden Circle,” a simple yet transformative framework that challenges conventional thinking about communication and leadership. The three components of this circle are WHAT, HOW, and WHY, representing the layers of an organization’s messaging and motivation. Let’s dive deeper into these aspects… The Outer Layer: WHAT Sinek says typically, businesses communicate by starting with the “what.” This is the outermost layer of the circle and represents the products or services a company provides. In other words, the “what” is the tangible, visible aspect of an organization that often forms the basis of various marketing and advertising strategies. Sinek believes that while the "what" is necessary, focusing solely on it fails to tap into the deeper emotional connections that drive loyalty and commitment—both on customers' and employees' part. The Middle Layer: HOW In the middle layer of the golden circle is the “how,” or the processes and values that differentiate an organization from its competitors. Companies often use this layer to showcase their unique selling propositions and the methods used to deliver products and/or services. According to Sinek, while the “how” is crucial for differentiation, it still falls short of addressing the fundamental question, “Why does the organization exist beyond profit?” That’s why Sinek states a deeper layer needs to exist. The Core: WHY At the heart of the golden circle lies the MOST critical element—the “why.” This represents the core purpose, cause, or belief that goes beyond mere financial gain. Sinek argues that the most successful leaders and organizations are those who start with the “why.” By clearly articulating and understanding their purpose, such leaders create a powerful narrative that resonates with both employees and customers. In the book, Sinek uses Apple as a prime example of a company that starts with the “why.” He wrote that while many computer companies were touting their products by listing specifications and features, Apple took a different approach to its marketing strategies. The company’s marketing materials didn’t begin with the technical details of the Mac computers (the “what”). Instead, the brand started with a vision: A belief in challenging the status quo and thinking differently (the “why”). The result? This approach not only set Apple apart but also attracted a loyal following of customers who shared the same values with the company. Inspiring Action Through and Leading With PURPOSE Overall, Sinek’s “Start with Why” book argues that inspiring action requires more than just promoting a product or service; it also demands a connection on a deeper, emotional level. This is because when people believe in the same cause or share the same values, they are more likely to become not just customers but also advocates and loyal supporters. Meanwhile, leaders who embrace their “why” create a sense of purpose that transcends the daily grind. This sense of purpose becomes a guiding light, influencing decision-making, inspiring innovation, and fostering a strong organizational culture. Sinek suggests that by leading with “why,” leaders can cultivate a sense of trust and loyalty that goes beyond transactional relationships. I hope this book also inspired you to operate with your “why,” not just your “what” and “how!” By understanding and communicating your “why,” you can inspire action, build lasting relationships, and create a legacy that extends beyond profit margins. Besides, in a world hungry for meaning and connection, “Start with Why” provides a roadmap for you to unlock your full potential and, in doing so, inspire others around you to take action. As Sinek beautifully encapsulates: “People don’t buy WHAT you do; they buy WHY you do it.” Have a great Friday, everyone!