Throughout the book, Sinek argues that purpose provides a solid foundation for individuals, organizations, and movements and that its presence or absence profoundly shapes their success and impact. Sinek uses his theory of the “golden circle” to develop this argument, contending that truly inspired and influential individuals and organizations start with “why” they do what do and then move outward to explain “how” they fulfill that purpose and, finally, “what” they do to fulfill it.

Purpose is important for several reasons. First, leaders and organizations that start with “why” are able to more effectively inspire and motivate others. Organizations built around a strong sense of purpose resonate with people on a deeper level than mere products or services, as purpose taps into the emotional and intrinsic motivations of individuals, consequently driving them to action. Purpose is also important because it provides a guiding star that helps decision-makers and team members alike make choices that align with their “why,” ensuring consistency in an organization’s actions and messaging. In time, this consistency fosters trust, as customers and stakeholders come to expect a reliable experience. Conversely, brands or leaders that deviate from their core purpose risk confusing their

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