Key Takeaways
1. Your WHY is your purpose, cause, or belief that inspires you
"Every one of us has a WHY, a deep-seated purpose, cause or belief that is the source of our passion and inspiration."
Your WHY defines you. It is the reason you get out of bed in the morning, the driving force behind everything you do. Unlike happiness, which is temporary, fulfillment stemming from your WHY is lasting. It's not about what you do, but why you do it. Your WHY is not aspirational; it reflects who you truly are at your core.
The Golden Circle concept illustrates how inspirational leaders and organizations think, act, and communicate:
- WHY: Your purpose, cause, or belief
- HOW: The actions you take to realize your WHY
- WHAT: The tangible manifestations of your WHY
Understanding and articulating your WHY allows you to make more intentional choices, inspire others, and find greater fulfillment in your work and life.
2. Discover your WHY through stories from your past
"To uncover our WHY we must bring together our standout memories—our defining moments—and examine them to find the connections."
Your WHY is rooted in your past. To discover it, you need to revisit significant experiences and people who have shaped who you are today. These stories reveal patterns and themes that point to your core purpose.
The Why Discovery process involves:
- Gathering impactful stories from your life
- Sharing these stories with a partner
- Identifying recurring themes
- Drafting and refining your Why Statement
The process requires vulnerability and openness. It's essential to focus on specific, emotionally charged memories rather than generalizations. Your partner plays a crucial role in listening objectively and helping you see the golden thread connecting your stories.
3. A powerful WHY statement follows the format: "To... so that..."
"TO __________ SO THAT __________."
This simple format captures the essence of your WHY. The first blank represents your contribution – what you do for others. The second blank describes the impact of that contribution – the difference you make in the world.
A strong Why Statement should be:
- Simple and clear
- Actionable
- Focused on the effect you have on others
- Expressed in affirmative language that resonates with you
Refining your Why Statement may take time. It's important to remember that while the exact words might evolve, the underlying feeling and meaning should remain constant. The goal is to articulate a statement that feels authentic and inspiring to you.
4. HOWs are the actions you take to bring your WHY to life
"Our HOWs are the actions we take when we are at our natural best to bring our WHY to life."
HOWs are your strengths. They are the specific behaviors and actions that allow you to live your WHY most effectively. Unlike your WHY, which is singular, you typically have multiple HOWs – usually no more than five.
To identify your HOWs:
- Review the themes from your Why Discovery that didn't make it into your Why Statement
- Narrow these themes down to the most significant ones
- Transform these themes into actionable statements
Your HOWs serve as a filter for decision-making and help you create environments where you can thrive. They complement your WHY and make your approach unique, even if others have a similar purpose.
5. WHATs are the tangible manifestations of your WHY
"Our WHATs are the tangible manifestation of our WHY, the actual work we do every day."
WHATs are the visible results of your WHY and HOWs. They are the products, services, or roles through which you express your purpose. While WHATs can change over time, your WHY remains constant.
Understanding the relationship between your WHY, HOWs, and WHATs allows you to:
- Ensure alignment in your actions and decisions
- Communicate more effectively about what you do and why it matters
- Identify new opportunities that align with your purpose
Remember that people don't buy what you do; they buy why you do it. When your WHATs clearly reflect your WHY, you're more likely to attract customers, partners, and team members who believe in your cause.
6. Share your WHY to attract those who believe what you believe
"Communicating our WHY is an essential part of identifying the people in the world who believe what we believe, who will be our trusted friends, loyal clients or customers, dedicated employees and inspired partners in bringing our WHY to life."
Starting with WHY builds deeper connections. When you share your purpose, you attract like-minded individuals who resonate with your beliefs. This creates stronger, more meaningful relationships in both personal and professional spheres.
Tips for sharing your WHY:
- Practice with strangers to get comfortable articulating it
- Use variations of your Why Statement to make it relatable in different contexts
- Share stories that illustrate your WHY in action
- Be patient – it takes time to master communicating your WHY effectively
Remember that your WHY acts as a filter. It will attract some people and repel others, which is perfectly fine. The goal is to connect with those who share your values and vision.
7. Keep your WHY alive by living it intentionally every day
"When you live your WHY, you thrive and so do the people around you."
Living your WHY requires conscious effort. It's not enough to simply know your purpose; you must actively align your decisions and actions with it. This ongoing process leads to greater fulfillment and inspires those around you.
Ways to keep your WHY alive:
- Use it as a filter for making decisions
- Regularly share stories that reinforce your WHY
- Surround yourself with people who support and believe in your purpose
- Look for new opportunities to express your WHY through your work and life
- Reflect on how your actions align with your WHY and make adjustments as needed
By consistently living your WHY, you create a positive feedback loop that strengthens your sense of purpose and attracts more opportunities to make a meaningful impact.
8. Organizations must guard against losing sight of their WHY as they grow
"To keep the WHY alive over time, we must keep it front and center, communicating it and committing to living it—on purpose, with purpose—every day."
The "split" occurs when an organization loses focus on its WHY. As companies grow, they often shift their focus from their original purpose to more easily measurable metrics like revenue. This can lead to decreased passion, lower productivity, and a breakdown in culture.
Signs of the split:
- Increased stress and decreased engagement
- Focus shifts from inspiration to manipulation (e.g., using bonuses to retain employees)
- The organization feels "just like a job" rather than a mission
To prevent the split:
- Clearly articulate and regularly communicate the organization's WHY
- Ensure all decisions and strategies align with the WHY
- Train leaders to embody and reinforce the WHY
- Create systems that support and reward WHY-aligned behaviors
- Regularly share stories that bring the WHY to life
By staying vigilant and intentional about living their WHY, organizations can maintain a strong, inspired culture even as they grow.
9. Storytelling is crucial for discovering and reinforcing your WHY
"Storytelling is the way knowledge and understanding have been passed down for millennia, since long before the invention of written language."
Stories are powerful carriers of meaning and values. They not only help you discover your WHY but also serve as ongoing reminders and reinforcements of your purpose. Sharing stories that illustrate your WHY in action makes it more tangible and inspiring for others.
Benefits of storytelling in the WHY context:
- Helps uncover patterns and themes in your experiences
- Makes abstract concepts more relatable and memorable
- Evokes emotions that strengthen connection to the WHY
- Provides examples of how to live the WHY in various situations
- Inspires others to reflect on their own purpose and values
Encourage the sharing of WHY-related stories within your organization or personal network to keep the purpose alive and vibrant.
10. Align your WHY, HOWs, and WHATs to operate at your natural best
"When those three things are in balance we are at our natural best. We are truly living our WHY."
Alignment creates authenticity and impact. When your actions (HOWs) and tangible outputs (WHATs) are clear expressions of your purpose (WHY), you operate more effectively and feel more fulfilled. This alignment also makes it easier for others to understand and connect with what you offer.
Steps to achieve alignment:
- Clearly articulate your WHY, HOWs, and WHATs
- Regularly assess how well your current activities reflect your WHY
- Look for new opportunities that allow you to express your WHY more fully
- Be willing to let go of projects or roles that don't align with your purpose
- Surround yourself with people and environments that support your WHY
Remember that alignment is an ongoing process. As you grow and evolve, you may need to adjust your HOWs and WHATs, but your core WHY should remain constant.
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Review Summary
Find Your Why receives mixed reviews. Some find it helpful for discovering purpose, while others criticize it as repetitive and lacking substance. Positive reviewers appreciate the practical exercises and guidance for individuals and organizations. Critics argue the content could be condensed significantly and question its value beyond the original "Start with Why" concept. Many suggest reading it in conjunction with Sinek's previous work for maximum benefit. Overall, reactions vary widely, with some finding it inspiring and others dismissing it as corporate motivation fluff.