START WITH WHY HOW GREAT LEADERS INSPIRE EVERYONE TO TAKE ACTION SIMON SINEK Copyright © Simon Sinek For Victoria, who finds good ideas and makes them great Copyright © Simon Sinek, 2009 There are leaders and there are those who lead. Leaders hold a position of power or influence. Those who lead inspire us. Whether individuals or organizations, we follow those who lead not because we have to, but because we want to. We follow those who lead not for them, but for ourselves. This is a book for those who want to inspire others and for those who want to find someone to inspire them. CONTENTS Introduction: Why Start with Why? 1 PART 1: PART 1: A WORLD THAT DOESN'T START WITH WHY 1. Assume You Know 11 2. Carrots and Sticks 17 PART 2: AN ALTERNATIVE PERSPECTIVE PART 3. The Golden Circle 41 4. This Is Not Opinion, This Is Biology 57 5. Clarity, Discipline and Consistency 71 PART 3: LEADERS NEED A FOLLOWING PART 6. The Emergence of Trust 91 7. How a Tipping Point Tips 127 PART 4: HOW TO R...
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