Start with Why

Cover image of Simon Sinek's 'Start with why', bring on the marketing revolution.

Start with Why

Simon Sinek

In an expanded version of his TED talk hit, Simon Sinek sets out his theory that loyal customers buy the ‘why’ of a brand rather than the ‘what’. They love the brands they love because of what the brand stands for or believes in, rather than the things it sells. Sinek’s central example is Apple. Apple is not a computer company. It’s a company that believes in thinking differently, and in challenging the status quo. They also make computers. They make loads of other things too, and their loyal customers lap them all up. But, says Sinek, those customers don’t do that because they prefer Apple’s products over other companies’. They do it because they believe in what Apple believes.

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