As I wrapped up a workshop today, I was reminded just how many of us are burning the candle at both ends. From work responsibilities, keeping a family running smoothly (most of the time), staying active, eating healthy, having a social life, and having some alone time, there doesn’t seem to be a lot of time to just BE. This is a prime time for many to experience burnout and to struggle to find the motivation to continue in their field of work. We may not be finding the fulfillment we need.
Many of us find ourselves chasing after success—whether in our careers, personal lives, or passion projects. We set goals, work hard, and strive to improve constantly. But why do some individuals achieve enduring success while others struggle to maintain momentum? According to Simon Sinek, author of the transformative book “Start With Why”, the answer lies in one simple, yet profound question: “Why?”
If you aren’t familiar with Simon Sinek, he is an extremely intelligent human being that really breaks down some complex concepts into easy to understand ideas. In this book, he dives into how understanding your "Why" can lead to both personal and professional fulfillment.
The Golden Circle: Why, How, What
At the heart of Sinek’s philosophy is the concept of the “Golden Circle,” which consists of three concentric rings labeled “Why,” “How,” and “What.” Most organizations and individuals, Sinek argues, think from the outside in. They begin by defining what they do, then move inward to figure out how they do it. Rarely do they take the time to identify and communicate why they do what they do.
Sinek flips this conventional wisdom on its head by proposing that we should start with Why. The core of any successful endeavor—whether it’s building a business, leading a movement, or guiding a team—is having a clearly defined purpose. This is what inspires both the people doing the work and those they serve.
Think about a company like Apple, which Sinek highlights in his book. Apple’s success isn’t solely based on their ability to make excellent products. Instead, it’s their purpose—challenging the status quo and empowering individuals—that resonates deeply with customers and sets them apart from their competitors. People don’t just buy what Apple makes; they buy into why Apple makes it.
I first came across Start With Why during a time of significant change in my own life, prior to Work2Live. I had reached a crossroads in my career and found myself questioning what I really wanted to achieve. I was working hard and doing all the "right" things on paper—advancing in my role, hitting targets, and receiving recognition. But despite the outward success, something felt off. I was motivated, yes, but in a surface-level way. There was no deeper connection to the work I was doing.
Sinek’s message struck a chord. I realized I hadn’t taken the time to reflect on why I was pursuing my goals. I had been focused on the “what”—the job title, the paycheck, the accolades—and the “how”—the skills and strategies to get there. But without a clear sense of purpose, I was merely going through the motions.
It wasn’t until I sat down to ask myself, “Why do I do what I do?” that things started to shift. I discovered that my true motivation came from wanting to help others in their own journeys, whether in business, personal development, or navigating life’s challenges. Once I identified this purpose, my decisions and actions became more intentional and fulfilling. I wasn’t just working toward an arbitrary goal—I was working toward something that genuinely mattered to me.
“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe”
The Power of Purpose in Leadership
One of the most powerful applications of Sinek’s philosophy is in leadership. Great leaders, he argues, inspire action by clearly communicating their purpose. When people are connected to a “Why,” they feel more engaged and motivated to contribute. It’s not just about getting people to comply with orders; it’s about rallying them around a shared vision.
Take Martin Luther King Jr. as an example, another leader Sinek features in Start With Why. King didn’t inspire millions of people to march on Washington by delivering a detailed 10-point plan. Instead, he painted a picture of what the world could be if his “Why”—his dream of equality—was realized. He started with why, and that’s what made his message so powerful. People didn’t follow him because they had to; they followed him because they believed in his cause.
In our work with leaders, I’ve seen firsthand how important it is to communicate a clear and compelling purpose. Early in my career, I had a boss who was incredibly skilled at breaking down tasks and setting high expectations, but something was missing. His leadership style focused almost entirely on the “what” and “how”—what needed to get done and how we would achieve it. While our team was technically productive, there was a noticeable lack of enthusiasm and commitment. It felt like we were all just ticking boxes.
Now, I work for someone who demonstrates why our work matters. She models that we aren’t just completing tasks—we are making a tangible difference in people’s lives. That simple shift in focus can transform a team dynamic. People will begin to show up to work with energy and passion, and the team output will reflect that. When leaders connect people to a purpose larger than themselves, it unleashes a kind of drive and creativity that can’t be manufactured through external rewards alone.
Applying “Why” in Your Personal Life
Sinek’s ideas aren’t just relevant to leadership and business—they’re equally applicable in our personal lives. How often do we set goals based on external pressures or societal expectations, without pausing to ask ourselves why we want what we want?
Several years ago, I went through a phase of chasing after personal goals that didn’t truly align with my values. I set out to achieve fitness milestones, complete professional certifications, and travel to as many places as I could. On the surface, I was accomplishing a lot, but I began to feel a growing sense of dissatisfaction. It wasn’t until I applied Sinek’s framework to my personal goals that I realized the problem: I was living according to someone else’s idea of success.
When I began with “Why”—asking myself what truly mattered to me—I realized that my fitness journey was less about hitting a number on the scale and more about feeling healthy and energized in my everyday life. My professional certifications weren’t about collecting credentials, but about growing in ways that allowed me to contribute more meaningfully to the people I worked with. And travel wasn’t about checking countries off a list—it was about connecting with new cultures and perspectives that would deepen my understanding of the world.
None of this is to say you are on a “wrong” path. You may just not realize why you’re on that path. Or, amidst all of the chaos of regular life, you may have just forgotten. Starting with Why doesn’t just benefit you; it creates a ripple effect that impacts everyone around you. When you live and lead from a place of purpose, you inspire others to do the same. Whether it’s in your workplace, your family, or your community, people are drawn to individuals and organizations that have a clear sense of purpose. They want to be part of something bigger than themselves.
As I’ve continued to integrate the principles of Start With Why into my own life, I’ve noticed this ripple effect in unexpected ways. Friends, colleagues, and even casual acquaintances have commented on the clarity and conviction with which I now approach my goals. Some have even told me that it’s inspired them to reflect on their own “Why” and make changes in their lives.
In a world where we’re constantly bombarded with messages about what we should do and how we should do it, Simon Sinek’s Start With Why offers a refreshing and much-needed reminder: Purpose comes first. Whether you’re leading a team, building a business, or simply navigating your own path, starting with Why allows you to tap into a deeper level of motivation and create more meaningful, lasting success.
So, the next time you find yourself setting a goal or making a decision, pause for a moment and ask: “Why?” You might be surprised by the clarity and direction that question brings.
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