The fundamental questions Sinek begins with is: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some receive greater loyalty from their customers and employees? And even among those who are successful, why can very few repeat their success time and time again? Sinek will look at people from history like Martin Luther King Jr., Steve Jobs, and the Wright Brothers. They all had little in common, but they all started with the question WHY. They understood that people won’t truly buy into a product, service, movement, or idea until they understand the WHY behind it. This book shows that the leaders who’ve 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. This idea is what Sinek calls The Golden Circle. It provides a foundation upon which organizations can be built, movements can be led and people can be inspired.