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A book for those who want to inspire others...and for those who want someone to inspire them. Simon Sinek is leading a movement that aims to build a world where most of us are inspired by the work we do. Millions of people have already watched his TED.com talk about the importance of knowing why we do what we do. In his book Start with Why, Sinek takes this idea even further. Each person or company can explain what they do. Some can explain how they are different or better, but few can articulate why. The WHY is not about money or profit – these are results. WHY is what inspires us and those around us. From Martin Luther King to Steve Jobs to the Wright brothers, leaders who inspire people think, act, and communicate in exactly the same way—the complete opposite of what everyone else is doing. Drawing from a wide range of real-life stories, Sinek describes in this book the framework upon which to build a company, organize a movement, or inspire people. Everything starts with WHY! Simon Sinek leads a movement that has a very simple goal: to push people to do what inspires them. His TEDx talk on WHY is one of the top twenty most viewed talks on TED.com, and Sinek is now invited by numerous companies to share the idea of WHY with them. From members of Congress to foreign ambassadors, from small businesses to giants like Microsoft and Wal-Mart, from Hollywood to NASA and the Pentagon, everyone who wants to inspire others is now seeking to learn about WHY. Sinek works as an assistant at the RAND Corporation, teaches Strategic Communication at Columbia University's graduate program, and is active in the arts and nonprofits. When not traveling, he lives in New York.