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Start with Why: How Great Leaders Inspire Everyone to Take Action Paperback – December 27, 2011

by Simon Sinek (Author)

24,123 ratings

Part of: Start with Why Series (3 books)

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The inspirational bestseller that ignited a movement and asked us to find our WHY

Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.

START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?

People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it.

START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

From the Publisher

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Editorial Reviews

Review

“Start with Why is one of the most useful and powerful books I have read in years. Simple and elegant, it shows us how leaders should lead.”
—William Ury, coauthor of Getting to Yes

“Start with Why fanned the flames inside me. This book can lead you to levels of excellence you never considered attainable.”
—General Chuck Horner, Air Boss, Desert Storm

“Each story will force you to see things from an entirely different perspective. A perspective that is nothing short of the truth.”
—Mokhtar Lamani, former Ambassador, Special Envoy to Iraq

About the Author

SIMON SINEK, the bestselling author of LEADERS EAT LAST and TOGETHER IS BETTER, is an optimist who believes in a brighter future for humanity. He teaches leaders and organizations how to inspire people and has presented his ideas around the world, from small startups to Fortune 50 corporations, from Hollywood to Congress to the Pentagon. His TED Talk based on START WITH WHY is the third most popular TED video of all time. Learn more about his work and how you can inspire those around you at StartWithWhy.com.

Excerpt. © Reprinted by permission. All rights reserved.

1
ASSUME YOU KNOW
On a cold January day, a forty-three-year-old man was
sworn in as the chief executive of his country. By his side
stood his predecessor, a famous general who, fifteen years
earlier, had commanded his nation’s armed forces in a war
that resulted in the defeat of Germany. The young leader
was raised in the Roman Catholic faith. He spent the next
fi ve hours watching parades in his honor and stayed up
celebrating until three o’clock in the morning.
You know who I’m describing, right?

It’s January 30, 1933, and I’m describing Adolf Hitler and not,
as most people would assume, John F. Kennedy.
The point is, we make assumptions. We make assumptions
about the world around us based on sometimes incomplete or false
information. In this case, the information I offered was incomplete.
Many of you were convinced that I was describing John F. Kennedy
until I added one minor little detail: the date.

This is important because our behavior is affected by our assumptions
or our perceived truths. We make decisions based on
what we think we know. It wasn’t too long ago that the majority of
people believed the world was flat. This perceived truth impacted behavior.
During this period, there was very little exploration. People
feared that if they traveled too far they might fall off the edge
of the earth. So for the most part they stayed put. It wasn’t until
that minor detail was revealed—the world is round—that behaviors
changed on a massive scale. Upon this discovery, societies
began to traverse the planet. Trade routes were established; spices
were traded. New ideas, like mathematics, were shared between societies
which unleashed all kinds of innovations and advancements.
The correction of a simple false assumption moved the human race
forward.

Now consider how organizations are formed and how decisions
are made. Do we really know why some organizations succeed and
why others don’t, or do we just assume? No matter your defi nition
of success—hitting a target stock price, making a certain amount
of money, meeting a revenue or profi t goal, getting a big promotion,
starting your own company, feeding the poor, winning public
office—how we go about achieving our goals is very similar. Some
of us just wing it, but most of us try to at least gather some data so
we can make educated decisions. Sometimes this gathering process
is formal—like conducting polls or market research. And
sometimes it’s informal, like asking our friends and colleagues for
advice or looking back on our own personal experience to provide
some perspective. Regardless of the process or the goals, we all want
to make educated decisions. More importantly, we all want to make
the right decisions.

As we all know, however, not all decisions work out to be the
right ones, regardless of the amount of data we collect. Sometimes
the impact of those wrong decisions is minor, and sometimes it can
be catastrophic. Whatever the result, we make decisions based on a
perception of the world that may not, in fact, be completely accurate.
Just as so many were certain that I was describing John F.
Kennedy at the beginning of this section. You were certain you were
right. You might even have bet money on it—a behavior based on
an assumption. Certain, that is, until I offered that little detail of
the date.

Not only bad decisions are made on false assumptions. Sometimes
when things go right, we think we know why, but do we really?
That the result went the way you wanted does not mean you
can repeat it over and over. I have a friend who invests some of his
own money. Whenever he does well, it’s because of his brains and
ability to pick the right stocks, at least according to him. But when
he loses money, he always blames the market. I have no issue with
either line of logic, but either his success and failure hinge upon his
own prescience and blindness or they hinge upon good and bad
luck. But it can’t be both.

So how can we ensure that all our decisions will yield the best
results for reasons that are fully within our control? Logic dictates
that more information and data are key. And that’s exactly what
we do. We read books, attend conferences, listen to podcasts and
ask friends and colleagues—all with the purpose of finding out
more so we can figure out what to do or how to act. The problem
is, we’ve all been in situations in which we have all the data and get
lots of good advice but things still don’t go quite right. Or maybe
the impact lasted for only a short time, or something happened
that we could not foresee. A quick note to all of you who correctly
guessed Adolf Hitler at the beginning of the section: the details I
gave are the same for both Hitler and John F. Kennedy, it could have
been either. You have to be careful what you think you know. Assumptions,
you see, even when based on sound research, can lead
us astray.

Intuitively we understand this. We understand that even with
mountains of data and good advice, if things don’t go as expected,
it’s probably because we missed one, sometimes small but vital detail.
In these cases, we go back to all our sources, maybe seek out
some new ones, and try to figure out what to do, and the whole
process begins again. More data, however, doesn’t always help, especially
if a flawed assumption set the whole process in motion in
the fi rst place. There are other factors that must be considered, factors
that exist outside of our rational, analytical, informationhungry
brains.

There are times in which we had no data or we chose to ignore
the advice or information at hand and just went with our gut and
things worked out just fine, sometimes even better than expected.
This dance between gut and rational decision-making pretty much
covers how we conduct business and even live our lives. We can
continue to slice and dice all the options in every direction, but at
the end of all the good advice and all the compelling evidence, we’re
left where we started: how to explain or decide a course of action
that yields a desired effect that is repeatable. How can we have 20/20
foresight?

There is a wonderful story of a group of American car executives
who went to Japan to see a Japanese assembly line. At the
end of the line, the doors were put on the hinges, the same as in
America. But something was missing. In the United States, a line
worker would take a rubber mallet and tap the edges of the door to
ensure that it fit perfectly. In Japan, that job didn’t seem to exist.
Confused, the American auto executives asked at what point they
made sure the door fit perfectly. Their Japanese guide looked at
them and smiled sheepishly. “We make sure it fits when we design
it.” In the Japanese auto plant, they didn’t examine the problem
and accumulate data to figure out the best solution—they engineered
the outcome they wanted from the beginning. If they didn’t
achieve their desired outcome, they understood it was because of a
decision they made at the start of the process.

At the end of the day, the doors on the American-made and
Japanese-made cars appeared to fit when each rolled off the assembly
line. Except the Japanese didn’t need to employ someone to
hammer doors, nor did they need to buy any mallets. More importantly,
the Japanese doors are likely to last longer and maybe even
be more structurally sound in an accident. All this for no other
reason than they ensured the pieces fit from the start.

What the American automakers did with their rubber mallets is
a metaphor for how so many people and organizations lead. When
faced with a result that doesn’t go according to plan, a series of
perfectly effective short-term tactics are used until the desired out-
come is achieved. But how structurally sound are those solutions?
So many organizations function in a world of tangible goals and the
mallets to achieve them. The ones that achieve more, the ones that
get more out of fewer people and fewer resources, the ones with an
outsized amount of infl uence, however, build products and companies
and even recruit people that all fit based on the original
intention. Even though the outcome may look the same, great leaders
understand the value in the things we cannot see.

Every instruction we give, every course of action we set, every
result we desire, starts with the same thing: a decision. There are
those who decide to manipulate the door to fit to achieve the desired
result and there are those who start from somewhere very
different. Though both courses of action may yield similar shortterm
results, it is what we can’t see that makes long-term success
more predictable for only one. The one that understood why the
doors need to fit by design and not by default.

Product details

Publisher ‏ : ‎ Portfolio
Publication date ‏ : ‎ December 27, 2011
Edition ‏ : ‎ Reprint
Language ‏ : ‎ English
Print length ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 1591846447
ISBN-13 ‏ : ‎ 978-1591846444
Item Weight ‏ : ‎ 7.2 ounces
Dimensions ‏ : ‎ 5.35 x 0.65 x 8 inches
Part of series ‏ : ‎ Start with Why Series

Best Sellers Rank: #481 in Books (See Top 100 in Books)
- #4 in Entrepreneurship (Books)
- #4 in Computers & Technology Industry
- #6 in Leadership & Motivation

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Simon Sinek

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Simon Sinek is an optimist. He teaches leaders and organizations how to inspire people. From members of Congress to foreign ambassadors, from small businesses to corporations like Microsoft and 3M, from Hollywood to the Pentagon, he has presented his ideas about the power of why. He has written two books, Leaders Eat Last and Start With Why and is quoted frequently by national publications. Sinek also regularly shares 140 characters of inspiration on Twitter (@simonsinek).

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Customers find the book worth reading thoughtfully, with powerful ideas and insights that help them think deeper and can be applied to life in many ways. The writing style receives mixed feedback, with some finding it captivating while others say it's written poorly. While the book is well-presented and customers consider it worth the money, with one noting it helped them sell their house, some find it painfully redundant.

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Readability Insight Power of concept Value for money Communication skills Repetition Writing style Book redundant

1,390 customers mention "Readability"1,308 positive82 negative

Customers find the book highly readable, describing it as brilliant and worth reading thoughtfully.

"...This book can be considered the MASTER book to be read before reading books like "From Good to Great", "Stall Points", "The Innovator's Dilemma" and..." Read more

"...fluffy corporate speak or recycled motivation—it's a straight shot of clarity to the brain about what actually drives human decision-making and..." Read more

"...The central idea is simple yet powerful: great leaders and organizations don’t just focus on what they do or how they do it, but why they do it...." Read more

"I thought this book was quite well written. It's written in a clear and concise manner and draws upon some interesting stories to illustrate his..." Read more

1,158 customers mention "Insight"1,138 positive20 negative

Customers find the book insightful, appreciating its powerful ideas and well-thought-out philosophy.

"...are wonderful ways for us to look at leadership, to understand the life cycle of a corporation, and summarily see why companies thrived and why they..." Read more

"...This is what gives your vision or dreams flight - the WHY!" Read more

"...Sinek backs his framework with both compelling case studies and biological realities about how our lizard brains actually make decisions...." Read more

"...my Why, but my initial Why is that I believe anyone can learn to use productivity software; they need to get past any fear of using the software and..." Read more

159 customers mention "Power of concept"120 positive39 negative

Customers appreciate the book's concept, finding it simple yet powerful with many practical applications that can be applied to life in various ways.

"...style doesn't waste your time with unnecessary padding—it delivers concepts with precision and enough real-world examples to cement understanding..." Read more

"...The central idea is simple yet powerful: great leaders and organizations don’t just focus on what they do or how they do it, but why they do it...." Read more

"...beauty of the idea: it's incredibly simple while still being astoundingly powerful...." Read more

"...2. The WHYs are not strictly examined and evaluated...." Read more

43 customers mention "Value for money"40 positive3 negative

Customers find the book well worth the money, noting that it results in more profit, with one customer mentioning it helped them sell their house.

"...So in short, the book is a reasonable buy, certainly at the Kindle price, but do consider benefitting from Sinek's wisdom for free in 20 minutes..." Read more

"...Too much valuable stuff in there for you not to read it...." Read more

"...This is a model that seems to work on many levels and results in more profit, repeat business, less stress, and less turnover and waste...." Read more

"...The price beats Barnes and Noble and the book looks close to brand new. Great product in perfect timing." Read more

42 customers mention "Communication skills"37 positive5 negative

Customers appreciate the book's communication skills, noting it makes them re-think their approach to conversations and presentations, and one customer mentions it changed their perspective on information sharing.

"...The tone of the book is similar to how he speaks. It's familiar and conversational. I think the book lives Simon's why: to inspire...." Read more

"...Through a light hearted discussion incorporating both basic biology (human nature) and tangible (business / leadership) examples, this inspiring..." Read more

"...It made a lot of sense & was able to relate the information to the world I both work & lived in...." Read more

"...formulate better strategies in business and lead and communicate more effectively in politics." Read more

224 customers mention "Repetition"76 positive148 negative

Customers have mixed feelings about the repetition in the book, with some appreciating the stories and the masterful storytelling approach, while others find it repetitive, particularly noting that examples become redundant after a certain point.

"...However, on the 2nd and 3rd reading, this apparent repetition disappears and you can see the different points that the author was trying to..." Read more

"...Through compelling examples and real-life stories, Sinek shows how leaders who focus on their “why” can create loyal followings and drive lasting..." Read more

"...On the other hand, the book is agonizing in its redundancy, often repeating the same examples many times over to make precisely the same point as..." Read more

"...Yes, possibly a little too labored and long at times, but with speed-reading, you are soon past those passages and back into the great stuff..." Read more

91 customers mention "Writing style"54 positive37 negative

Customers have mixed opinions about the writing style of the book, with some finding it well presented, captivating, and well thought out, while others describe it as poorly written, repetitive, and difficult to read.

"...the main concepts several times and also provides multiple illustrations to drive the point home...." Read more

"...1. The grammar is terrible. The whole book should be reviewed by a competent editor. 2. The WHYs are not strictly examined and evaluated...." Read more

"Great print, nice quality, fast arrival I’m happy with this purchase" Read more

"Intriguing so far. Page 7 has a small print defect." Read more

51 customers mention "Book redundant"5 positive46 negative

Customers find the book repetitive and lacking substance, with little practical application.

"...As an avid reader of similar books, I found the book mildly redundant...." Read more

"...for the whole book to be a discussion of the purpose, with zero practical application...." Read more

"...Why" 5 stars even though I found it a little long winded & redundant at times. Those negatives are far outweighed by the WOW factor of the book...." Read more

"...The book is worth the money, but it was kind of redundant and the constant Apple this and Apple that reminded me of my business classes at college...." Read more

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John H. Hwung
A MASTER book of other books!!!
Reviewed in the United States on August 7, 2012
Format: PaperbackVerified Purchase

THIS IS THE GREATEST BOOK EVER PUBLISHED IN THE LAST 10 YEARS!!!

If I could give this book 10 stars, I would! This book beats many other books. This book is so exciting to read that I read it three times! The beginning of the book said it extremely well -- This book is about an unique kind of leadership that has the natural recurring pattern of inspiring, influencing and affecting people. It is about a very small group of leaders that achieve disproportionate amount of influences in their industries/areas compare to other leaders. The most prominent example is, of course, Steve Jobs who displayed a recurring pattern of changing one industry after another.

(Of all the books that study Steve Jobs, this is probably the best one although it is not a book on Jobs' biography. However, this book offers the best angle to understand his motivation and influence.)

The core of this book is about the kind of WHYs that a special kind of leaders has that enable them to have the natural recurring pattern of inspiring, influencing and changing people and industries. The prime examples of this kind of leaders quoted in this book are Steve Jobs, Martin Luther King, Jr., and the Wright Brothers.

This book is revolutionary. All the top business schools should reevaluate their curriculum based on this book! All the top business consultants should reconsider their theories and recommendations based on this book! All the writers on leadership should read this book and revise their theories! All political leaders in the world should read this book! All board of directors of corporations should read this book and learn how to select the next CEOs! ...

This book can be considered the MASTER book to be read before reading books like "From Good to Great", "Stall Points", "The Innovator's Dilemma" and the follow-on books, "Crossing the Chasm" ...

The central theme of this book is WHY -- the essence, the core, the purpose of a person's life, of leadership, and the starting point of a corporation. Without the clarity of this WHY, the life of a person, the leadership, and the products and services offered by a corporation are all fuzzy and treated as commodities. This is so very true. Look around us: Though we (persons, organizations and corporations) are special in some ways, yet we are almost all commodities -- except the very few that display the recurring pattern of major changes and influences such as Jobs, Apple and Google. These are the ones that have the clarity of WHY and the discipline of diligently and strictly enforcing their HOWs (principles, methods, criteria) in producing the WHATs (behaviors, products and services).

There are three views of WHY + HOW + WHAT presented in this book:
1. Looking from the top -- the WHY in the center, the HOW in the middle and the WHAT in the outer layer form a GOLDEN CIRCLE.
2. Looking from the side -- the WHY at the top layer, the HOW in the middle layer and the WHAT in the bottom layer form a cone.
3. Viewing in three dimensions -- with the external world attached to the base of WHAT, the whole thing is a megaphone for the leader or corporation to sound out its WHY.

These views are wonderful ways for us to look at leadership, to understand the life cycle of a corporation, and summarily see why companies thrived and why they died. These views can even be applied to our personal lives.

Of course, this book has some blemishes. But these defects do not distract from its greatness.
1. The grammar is terrible. The whole book should be reviewed by a competent editor.
2. The WHYs are not strictly examined and evaluated. This book treats all WHYs from leaders, entrepreneurs and corporations as equal when in fact they are not. Probably most of the WHYs are the rewording of WHATs in disguise. Maybe a lot of WHYs are re-branded HOWs. Perhaps only a small number of WHYs can have the recurring pattern of inspiration and influence. I hope the future editions of this book can elucidate this point.
3. The HOWs gets much less treatment than the WHYs and WHATs in the book. It would be great if this topic is covered in more detail.
4. Maybe 60% of this book is about corporations and not on leadership as claimed in the beginning of the book. I hope the author can focus more on the recurring pattern of inspiration and influence of leadership.
5. Not everything stated in this book is correct. The points discussed in this book about Jobs and Apple are good examples. Please read "Inside Apple" and Jobs biographies for more correct views on Jobs and Apple.

At the first reading, the book seems repetitious. The WHY, HOW and WHAT get repeated over and over. However, on the 2nd and 3rd reading, this apparent repetition disappears and you can see the different points that the author was trying to emphasize.

I would like to recommend some future topics or books for Simon Sinek:
a) Qualify and rank levels of WHYs -- not all WHYs are equal. Probably some are top-notch while most are mediocre. Also, tell us how to construct best kinds of WHYs.
b) Compare the WHYs to big tech companies, the WHYs of big Wall Street firms (if they have any???) and the WHYs of big retail companies.
c) Compare the WHYs of big empires in history
d) Compare the WHYs of nations in WWI and WWII
e) Compare the WHYs of great leaders in history
f) Compare the WHYs of great geniuses
g) Consider how WHYs can be incorporated into Teachers' College (Ed College). It is the teachers who educate our future generations. They need to be thoroughly immersed in the understanding of The Golden Circle, The Cone and The Megaphone.
h) Consider how WHYs can be incorporated into the K-12 and the college education
g) Consider how WHYs can be incorporated into and how HOWs can be enforced in our political systems. We have far too many politicians and not enough true leaders
i) Consider how WHYs can be incorporated into our law schools. Our lawyers really need a strong dose of treatment.

In summary, this book is dynamic. It's a dynamite! It's the best book I have read in the last 10 years!

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Harold L. Hart
Why - Start With Why
Reviewed in the United States on May 25, 2025
Verified Purchase
5 stars ~ yes! Because why not. This gift that Simon provides is fundamental to our very nature. The vision or the dreams of a better ## all depend on our ability to communicate this vision to others and inspire them as well. So starting with your why is paramount to seeing beyond the how and what. This is what gives your vision or dreams flight - the WHY!

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Bobby Castle
Very good, but I found it, irritatingly, incomplete.
Reviewed in the United States on April 11, 2025
Format: PaperbackVerified Purchase
Well, how do I "discover" my own WHY or my company's WHY? Those who LOVED it and were "INSPIRED" by this book will say it was inferred, perhaps. I would have given it 5 stars if I was led to discover my WHY ... or was given instructions to discover my company's. I was disappointed that the book ended with a tear-jerker of a story but no instructions to further the cause.... enough time has past for a follow-up book to come out, on how to do this, but... no follow-up book is available.

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2 people found this helpful

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Jay Fray
MIND EXPLOSION: LEADERSHIP BIBLE FOR THE REAL [⭐⭐⭐⭐⭐]
Reviewed in the United States on March 15, 2025
Verified Purchase
Jay Fray dropping wisdom about a book that actually deserves the hype—unlike most leadership trash cluttering your shelves.
Simon Sinek's "Start with Why" isn't just another business book; it's the rare read that fundamentally rewires how you think. This isn't fluffy corporate speak or recycled motivation—it's a straight shot of clarity to the brain about what actually drives human decision-making and loyalty.
The Golden Circle concept (Why-How-What) seems deceptively simple until you realize almost every organization and leader gets it completely backward. Sinek backs his framework with both compelling case studies and biological realities about how our lizard brains actually make decisions.
What sets this apart is how instantly applicable these principles are. Whether you're running a corporation, leading a team, or just trying to get your roommate to do the dishes, understanding the power of starting with "why" creates immediate shifts in effectiveness.
The writing style doesn't waste your time with unnecessary padding—it delivers concepts with precision and enough real-world examples to cement understanding without drowning in details. No wonder Sinek's TED Talk blew up.
Jay Fray verdict: One of the few business books worth re-reading annually. Skip the airport leadership garbage and invest your time here instead. This isn't just theory—it's a practical framework that actually works in the real world.

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Rayda
الجوده جميله
Reviewed in Saudi Arabia on February 25, 2024
Format: PaperbackVerified Purchase

لسى ما قريته بس الجوده حلوه مره والكاتب سايمون يعني اكيد الكتاب رهيب وفيه رسومات بالكتاب حبيت مره

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Marie-Claude Paquette
Inspiring
Reviewed in Canada on March 17, 2025
Format: PaperbackVerified Purchase
We want leaders that take actions.

We want more than the what you do and how you do it.

We want why you do it and this book will absolutely inspires you about succeeding with your business.

He talks a lot about some successful stories like Apple and Microsoft. It was very inspiring and interesting.

One thing I understood with time is that when you surround yourself with butterflies, you have more chance to succeed than if you surround yourself with caterpillars.

And when you find the why you do what you do, you inspire people arround you.

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Wan
Great book and content
Reviewed in Singapore on September 24, 2022
Format: PaperbackVerified Purchase
Fast delivery, as usual :) the only issue I have is there is a slight dent on the cover, apart from that all is good.

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Ethereal
Super approvato
Reviewed in Italy on March 9, 2025
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Come non dare cinque stelle a Simon Sinek

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Guilherme Veloso
Inspirador. Visionário.
Reviewed in Brazil on February 11, 2025
Format: PaperbackVerified Purchase
Inspirador. Visionário.

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Start with Why: How Great Leaders Inspire Everyone to Take Action Paperback – December 27, 2011

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A must-read on leadership and purpose

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5.0 out of 5 stars A MASTER book of other books!!!

5.0 out of 5 stars Why - Start With Why

4.0 out of 5 stars Very good, but I found it, irritatingly, incomplete.

5.0 out of 5 stars MIND EXPLOSION: LEADERSHIP BIBLE FOR THE REAL [⭐⭐⭐⭐⭐]

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5.0 out of 5 stars الجوده جميله

5.0 out of 5 stars Inspiring

5.0 out of 5 stars Great book and content

5.0 out of 5 stars Super approvato

5.0 out of 5 stars Inspirador. Visionário.

A MASTER book of other books!!!

Why - Start With Why

Very good, but I found it, irritatingly, incomplete.

MIND EXPLOSION: LEADERSHIP BIBLE FOR THE REAL [⭐⭐⭐⭐⭐]

الجوده جميله

Inspiring

Great book and content

Super approvato

Inspirador. Visionário.