The most important question for any organization There's a naturally occurring pattern shared by the people and organizations that achieve the greatest long-term success. From Martin Luther King Jr. The common thread, according to Simon Sinek, is that they all start with why.

Any organization can explain what it does; some can explain how; but very few can clearly articulate why. Why do we offer these particular products or services? Why do our customers choose us?

Why do our employees stay (or leave)? Starting with why is the key to everything from putting a man on the moon to launching the iPod. Drawing on a wide range of fascinating examples, Sinek shows readers how to apply why to their culture, hiring decisions, product development, sales, marketing, and many other challenges.

Some naturally think this way, but Sinek proves that anyone can learn how.