📚 Should You Read This?
Toby's Rating: 8/10
Start with Why by Simon Sinek is an essential read for any leader who wants to inspire and build a loyal team. He offers a powerful framework for understanding why some individuals and organisations are more innovative, influential, and profitable than others, even in competitive markets. If you’re struggling to align your team around a shared vision or finding it hard to motivate people to go beyond transactional relationships, this book provides practical guidance on leading with purpose. As Simon suggests, clarifying your "Why" can transform your leadership impact and drive sustained growth.
✅ Toby's Top Takeaway From Start With Why by Simon Sinek
Writing this feels different—like a high-stakes conversation. I'm worried about tripping up, saying the wrong thing, and losing friends. I've drafted and redrafted a hundred times.
Those following on LinkedIn will know why. I just left a six-figure, globe-trotting investment banking job. To start a business. Just writing those words feels pretty surreal. And satisfying.
Like any crucial conversation, I have much to say, yet I don't have the words.
So inspired by Simon Sinek, I will start with Why.
Why I'm Doing This
I believe in a world where curiosity is celebrated, not silenced. The awkward question is embraced. The silence held a little longer. I've spent 17 years searching for this space. Finding leaders who can create it. Too few organisations support genuine curiosity. They box it in, shut it down, or treat it like a distraction. Too many people feel their curiosity isn’t accepted, their questions are unwelcome, and their progress is stunted.
In 2022, I became a father to Dylan. He's teaching me every day what it means to be curious. I asked myself what my story of potential would be. A story of playing it safe in a system that silences curiosity? Or a story of courage, where I build something new—a space where curious minds can meet, questions are celebrated, and curiosity is channelled into something meaningful? I chose the latter.
I’m here to help ambitious leaders who are tired of the old way of doing things and ready to lead with empathy, connection, and the courage to ask, “What if?”
I’ve spent four years writing this weekly newsletter, reading 100 books annually, and dedicating countless hours to teaching and connecting people because curiosity can create better people. It can build bridges, spark new ideas, and unlock a brighter future for everyone.
This is why I’m doing this: to help spark your curiosity so you can create workplaces where people thrive.
The next question is, where am I going?
Now, that is a good question. I hope to see you here next Friday.
🤖 Turn This Book Into Action
Despite reading this book, I still have a problem. I’m not converting the knowledge into action. To solve this problem, I’m turning to the solution everyone is looking for at the moment: artificial intelligence. I’ve developed a set of AI tools to turn knowledge into action.
💡 3 Big Ideas From Start With Why by Simon Sinek
The Golden Circle: Start with Why, Not What or How - Simon Sinek introduces the concept of the "Golden Circle," which consists of three levels: Why, How, and What. Most leaders start with "What" they do and "How" they do it, but they rarely explain "Why" they do it. Sinek argues that leaders who inspire others always start with "Why"—a core belief or purpose that drives them. This foundational idea helps align teams, attract like-minded individuals, and foster a sense of purpose beyond profit.
People Don’t Buy What You Do; They Buy Why You Do It - A crucial insight from Simon Sinek's book is that people are drawn to organisations that align with their own beliefs and values. As a leader, communicating your "Why" can attract customers, partners, and employees who share the same sense of purpose. This alignment fosters trust, loyalty, and long-term engagement. It also differentiates your organisation in a crowded market, making it easier to stand out not just for what you offer, but for why you offer it.
Leadership Requires a Clear and Consistent "Why" - Effective leadership isn’t about charisma or authority; it’s about clarity of purpose. Simon Sinek highlights how great leaders—like Martin Luther King Jr., Steve Jobs, and the Wright brothers—were driven by a clear "Why" that they communicated consistently and authentically. By embedding your "Why" into every decision, from strategy to daily operations, you can inspire your team to act with passion and commitment, turning your vision into a movement.
💬 Best Quotes From Start With Why by Simon Sinek
"People don’t buy what you do; they buy why you do it."
"The goal is not to do business with everybody who needs what you have; the goal is to do business with people who believe what you believe."
"Leadership is not about being in charge. It is about taking care of those in your charge."
"When you compete against everyone else, no one wants to help you. But when you compete against yourself, everyone wants to help you."
"Those who start with ‘why’ have the ability to inspire those around them or find others who inspire them."