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- Start with Why - Simon Sinek: Why your biz isn't successful
Start with Why - Simon Sinek: Why your biz isn't successful
And the 2-minute solution that works
Vijay Peduru
October 10, 2024
Scan Time: 3-5 minutes / Read time: 5-9 minutes
Chapters in book: 14 / Chapters in here: 12
Hey rebel solopreneurs 🦸♂️🦸♀️
Are you having a hard time standing out online and feel like people don't connect with your products?
If you only talk about WHAT you sell instead of WHY you do it, you'll look just like everyone else (and you won't make much money).
Start with Why from Simon Sinek will help you discover your core purpose, so you can build a loyal audience who believes what you believe.
Just like Doctor Strange in the movie, you need to look past what you do on the surface to find the deeper WHY that gives you real power! He had to lose it all and search inside himself to find his true purpose beyond just being a doctor.
Ready for magnetic audience attraction without the constant hustle for attention?
Let's jump right in!
💰 Multi-millionaire entrepreneurs who love this book
Entrepreneur name | Net worth | Source |
|---|---|---|
Tony Hsieh | Multimillionaire | |
Blake Mycoskie | Multimillionaire | |
Jeff Weiner | Multimillionaire | |
Howard Schultz | Billionaire | |
Richard Branson | Billionaire |
🚫 Traditional methods which the author disagrees with
Creating products based on what's currently trending in the marketplace
Focusing on features, tools, and fancy technology
Using discounts, countdown timers, and "only 2 spots left!" in marketing
🍹 The book's core solution
The Golden Circle
You'll learn how to begin all your marketing with WHY you do what you do, then HOW you do it in your own way, and only at the end show WHAT products you sell
This creates stronger bonding with your audience, making them loyal fans who love your brand (some might even get your logo as a tattoo... yes, really!)
Simon Sinek was a marketing expert who had success but felt empty inside
He was helping companies sell more stuff, but wasn't making a real difference
The big crisis hit when he lost all love for his work (and almost walked away from his career)
He found himself dreading each day and wondering what was the point of it all
· · ·
THE BREAKTHROUGH! came when he spotted a pattern among great leaders and companies
He discovered that great businesses always start with WHY they exist, not WHAT they do
The golden insight was that people don't buy what you do, they buy why you do it
This became The Golden Circle concept - the simple pattern that all truly inspirational leaders use
· · ·
His first major win after applying this insight was giving a TEDx talk that exploded online [18 million+ views]
His second big achievement was writing this book and building a whole company around this idea (and wow, did people go crazy for it!)
He transformed from an unhappy marketing consultant to a globally respected business advisor who inspires millions
· · ·
Time to explore if Logan, a solopreneur can use these ideas to go from frustrated content creator to inspiring digital product entrepreneur!
Here we gooooo!
📖 The story: Logan's journey to YouTube success.
Meet Logan:
His idea: Creating comedy videos and boxing content for YouTube, then monetizing with digital tutorials and branded merchandise
His target audience: Young adults who love entertainment and want to learn how to create engaging content themselves
His money making plan: Building a big YouTube following, then making online courses and templates about content creation (sharing his tips on Instagram, TikTok, and YouTube)
His dream: Making enough money that comes in while he sleeps to fund bigger projects (and buy that cool Tesla he wants)
🆘 The crisis
Logan was posting videos all the time but wasn't getting many views or sales.
After six months of hard work with tiny results, he was ready to give up and go back to his day job.
While feeling sad at a juice shop, he heard someone talking with lots of energy about business at the next table.
The excited speaker was Simon, a business advisor who helps other business owners.
Logan said hi and told him about his problems getting people to watch his videos.
Wowza-kazam! I think I can help you, Logan! exclaimed Simon, striking a superhero pose with an imaginary cape.
Logan felt a bit of hope for the first time in months.
Chapter 1: 🧠 Questioning assumptions: What's hiding beneath your actions?
🔥 The challenge
Logan explained how he was creating what he thought people wanted, but nobody seemed to care
Core Problem: Creating products based on assumptions instead of purpose
· · ·
🌈 The big idea
Kapow-Wowza!, You gotta know about Blindspot Busting, Logan!, hollered Simon
Most people focus on WHAT they make without knowing WHY they're really doing it
Many ideas about what your audience wants are actually wrong
➡️ Take a step back and ask why you're really making your content
Just like in The Matrix when Neo had to choose the red pill to see reality as it truly was, you need to challenge your assumptions about what's really driving your decisions
· · ·
🏄 Example
The Wright Brothers competed against a team with lots of money led by Samuel Langley to build the first flying machine
Even though they had less money and less schooling, the Wright Brothers won where Langley failed
The big difference was why they did it - Langley wanted to be famous and rich, while the Wrights believed flying would change the world
When the Wright Brothers won, Langley quit completely, showing he was doing it for the wrong reasons
· · ·
🎁 The breakthrough
Holy Smokes! exclaimed Logan, blinking rapidly
I realized I've been creating content based on what I think will get views, not what I truly care about
Now I see I need to find my genuine WHY before anything else will really connect
Core Solution: Discover your real purpose behind building your biz
Chapter 2: 💰 Manipulation Trap: The quick-sale strategy that backfires
🔥 The challenge
Logan reflected on his new understanding of his blindspots when trying to grow his audience
Now he wondered why his discount codes and limited-time offers weren't creating repeat customers
Core Problem: Relying on tricks for short-term sales
· · ·
🌈 The big idea
You need to understand Manipulation Trap, Logan!, boomed Simon
Using lower prices, fear, sales, or "everyone's doing it" might get quick sales but won't make people loyal
True loyalty comes when people connect with WHY you do what you do
➡️ Stop using tricks to sell and start sharing your real reasons for making your products
Just like in Inception when they needed to plant an idea that would grow naturally rather than forcing it, you need to inspire loyalty rather than manipulate for quick sales
· · ·
🏄 Example
Apple refused to compete on price when other computer makers were slashing prices
Instead of discounting, they focused on creating products that people would pay premium prices for
They emphasized their belief in beautiful design and user experience (their WHY)
This approach built a community of loyal fans who defend Apple and pay more for their products
· · ·
🎁 The breakthrough
Holy Cow! exclaimed Logan, jumping from his chair
I see now that my constant discounts and FOMO tactics are actually hurting my long-term success
I need to focus on building a relationship based on shared values instead of just pushing for the quick sale
Core Solution: Inspire through shared values, not manipulation
Chapter 3: 🎯 The Golden Circle: The simple secret that Apple uses
🔥 The challenge
Logan reflected on what he learned about avoiding tricks to get customers
Now he wondered how to create a message that truly inspires people
Core Problem: Talking about features first instead of your purpose
· · ·
🌈 The big idea
You need to know about The Golden Circle, Logan!, exclaimed Simon
Imagine a target with three rings: WHY at the center, HOW in the middle, and WHAT in the outer ring
Most creators communicate from the outside in (WHAT→HOW→WHY), but inspirational ones go from inside out (WHY→HOW→WHAT)
➡️ Restructure all your content to start with WHY you do what you do before explaining how or what
Just like in Jerry Maguire when the main character writes his mission statement about why the company should care about clients, you need to start with your core purpose before tactics
· · ·
🏄 Example
Apple communicates differently than other technology companies
Most computer companies say: "We make great computers (WHAT). They're beautifully designed (HOW). Want to buy one?"
Apple says: "We believe in challenging the status quo and thinking differently (WHY). We design beautiful, user-friendly products (HOW). We happen to make computers (WHAT). Want to buy one?"
This WHY-first approach helped Apple create loyalty beyond reason and expand beyond computers into music, phones, and watches
· · ·
🎁 The breakthrough
Holy Guacamole! exclaimed Logan, slapping the table
I've been leading with WHAT I create (comedy videos and boxing content) instead of WHY I create them
Now I'll start with my belief in making intimidating subjects approachable through humor before talking about my specific courses and templates
Core Solution: Lead with WHY in all communication
Chapter 4: 🧠 Gut-Brain Connection: Why feelings beat logic every time
🔥 The challenge
Logan was excited about reworking his content to start with WHY
He wondered why this approach seemed to connect so much better with audiences
Core Problem: Speaking only to logic, missing emotional connection
· · ·
🌈 The big idea
Zoinks-a-ramma!, You need to understand the Gut-Brain Connection, Logan!, whispered Simon dramatically
The limbic brain controls feelings and decisions but has no capacity for language
Starting with WHY connects with this emotional decision-making center first
➡️ Create content that speaks to emotions and gut feelings, not just logical benefits
Just like in Inside Out where emotions drive the character's actions before rationality catches up, your WHY message connects with the emotional brain that makes decisions
· · ·
🏄 Example
Researchers conducted an experiment serving the exact same wine to subjects
Some participants were told they were drinking expensive wine, while others were told it was cheap
Those who thought they were drinking expensive wine not only reported enjoying it more, but their brain scans showed more pleasure
This proves that our perceptions and decisions are greatly influenced by our beliefs, not just objective facts
· · ·
🎁 The breakthrough
Holy Moly! exclaimed Logan, looking upward
I've been appealing only to the logical reasons to buy my courses, like learning specific techniques
Now I'll focus on the emotional WHY - helping people feel confident expressing themselves and building connections through content
Core Solution: Target emotions first before logic in messaging
Chapter 5: 🔺 Why-How-What Triangle: Your three-point success formula
🔥 The challenge
Logan was getting excited about his new WHY-centered approach
Now he wondered how to maintain this inspiration consistently across all his content
Core Problem: Inconsistent messaging across different platforms
· · ·
🌈 The big idea
You need to master the Why-How-What Triangle, Logan!, hollered Simon, rubbing his hands together excitedly
Success requires clarity about your WHY, discipline in your HOW, and consistency in your WHAT
All three elements must align perfectly for your message to inspire
➡️ Document your WHY, establish clear HOW processes, and ensure all WHAT products directly express both
Just like in Moneyball when the team needed a clear philosophy, disciplined recruiting approach, and consistent game strategy to win, you need all three elements aligned
· · ·
🏄 Example
Continental Airlines was ranked worst in every measurable performance category
New CEO Gordon Bethune established clarity (WHY: reliable service), discipline (HOW: on-time operations), and consistency (WHAT: specific flight experiences)
He made bold moves like scrapping their entire accounting system that incentivized the wrong behaviors
Within one year, Continental went from worst to first in the industry by aligning all three elements
· · ·
🎁 The breakthrough
Holy Cow! exclaimed Logan with a slow nod
I've been inconsistent in how I talk about my content across different platforms
I now see I need clear documentation of my WHY, systematic HOW processes, and consistent WHAT products that all align
Core Solution: Align your WHY, HOW, and WHAT consistently
Chapter 6: 🤝 Why-Bonding: How to create fans who get tattoos of your logo
🔥 The challenge
Logan reflected on how maintaining consistency would help his message
Now he wondered how to transform casual viewers into dedicated supporters
Core Problem: Followers who don't care enough to buy from you
· · ·
🌈 The big idea
You need to create Why-Bonding, Logan!, exclaimed Simon, dropping his phone in excitement
When people trust your WHY, they become loyal fans who support anything you create
This happens when they see your values consistently demonstrated over time
➡️ Focus on building trust through consistency rather than chasing quick wins
Just like in Karate Kid where Mr. Miyagi builds Daniel's trust through consistent teaching that seems unrelated to karate at first, you need to show your WHY consistently before asking for the sale
· · ·
🏄 Example
Harley-Davidson doesn't just sell motorcycles; they sell belonging to a community
Their WHY is about freedom, rebellion, and American independence
This WHY connects so strongly with some customers that they tattoo the company logo on their bodies
No amount of discounts could create this level of loyalty - only a shared belief in a deeper WHY
· · ·
🎁 The breakthrough
Holy Smokes! exclaimed Logan with dramatic gestures
I've been focusing on growing my follower count instead of connecting deeply with a core audience
Now I understand I need to consistently demonstrate my values before my audience will truly bond with my WHY
Core Solution: Show your values consistently before asking for the sale
Chapter 7: 📊 The Law of Diffusion: The magic percentage that makes you famous
🔥 The challenge
Logan was starting to see how building trust would create loyal fans
He wondered how to spread his message beyond his initial followers
Core Problem: Trying to appeal to everyone instead of true fans
· · ·
🌈 The big idea
Bizzle-bazzle!, You need to know about The Law of Diffusion, Logan!, boomed Simon
Innovation spreads when you reach the tipping point of 15-18% adoption
You should focus on early adopters who share your beliefs, not the mass market
➡️ Target true believers who will spread your message rather than trying to please everyone
Just like in The Social Network where Facebook focused exclusively on college students before expanding, you need to capture one segment completely before moving to the next
· · ·
🏄 Example
TiVo launched with revolutionary technology that could pause live TV and skip commercials
Despite being first to market with superior technology, they struggled for years
They marketed to the mass audience focusing on WHAT their product did rather than WHY it mattered
By not focusing on early adopters who would spread their message, they never reached the tipping point for mass adoption
· · ·
🎁 The breakthrough
Holy Guacamole! exclaimed Logan, fist pumping the air
I've been trying to create content for everyone instead of focusing on my true fans
Now I'll focus on the 15-18% who share my values and let them spread my message to others
Core Solution: Target the passionate few instead of the many
Chapter 8: 👥 WHY-HOW Partnership: The Disney brothers' success formula
🔥 The challenge
Logan was excited about focusing on his early adopters
Now he worried about his ability to implement all these ideas consistently
Core Problem: Great ideas but poor follow-through
· · ·
🌈 The big idea
You need a WHY-HOW Partnership, Logan!, hollered Simon
Visionaries (WHY-types) need practical operators (HOW-types) to make their ideas reality
Neither type is better, but understanding your strength helps you find balance
➡️ Identify whether you're primarily a WHY-type or HOW-type, then find partners or systems to complement you
Just like in Ratatouille where the rat with taste (WHY) needed the human who could cook (HOW), successful creators often need partnerships that balance inspiration and implementation
· · ·
🏄 Example
Walt Disney was the visionary with big dreams and creative ideas (WHY)
His brother Roy was the practical operator who could implement those visions (HOW)
Walt once said, "I dream, Roy does." Neither could have built Disney alone
This complementary partnership created one of the world's most successful entertainment companies by balancing vision with practical execution
· · ·
🎁 The breakthrough
Holy Moly! exclaimed Logan with a jaw drop
I realized I'm definitely a WHY-type visionary who struggles with consistent implementation
I need to either find a HOW-type partner or invest in systems and contractors to execute my vision consistently
Core Solution: Find partners who can execute what you dream of
Chapter 9: 🔄 WHY-HOW-WHAT Alignment: The product test that builds trust
🔥 The challenge
Logan reflected on his need for implementation support as a WHY-type
Now he wondered which of his current products actually aligned with his purpose
Core Problem: Products that don't match your core message
· · ·
🌈 The big idea
You need WHY-HOW-WHAT Alignment, Logan!, exclaimed Simon, knocking over his cup
Your digital products must be the tangible proof of your WHY and HOW
If a product doesn't align with your core purpose, it will confuse your audience
➡️ Audit your current offerings and remove anything that doesn't directly express your WHY
Just like in Chef when the main character leaves fancy cooking to make simple food he believes in, you need to create products that directly express your authentic purpose
· · ·
🏄 Example
Southwest Airlines turned down operating at airports with complicated gate systems
Despite the potential profit from these routes, they refused because it conflicted with their WHY (making flying accessible) and HOW (quick turnarounds)
Their process requires flying to airports where planes can pull right up to gates
This consistency built trust with customers who knew exactly what to expect, creating lasting loyalty
· · ·
🎁 The breakthrough
Holy Cow! exclaimed Logan, slapping his forehead
I realized several of my digital products were created just because they might sell, not because they express my purpose
I'll now audit all my offerings and only keep or create products that directly demonstrate my WHY
Core Solution: Only sell products that match what you believe in
Chapter 10: 👂 Heart-First Hearing: Reagan's power move that made him irresistible
🔥 The challenge
Logan was rethinking his product lineup to align everything with his WHY
Now he wondered how to communicate this purpose more effectively to his audience
Core Problem: Boring messages that nobody cares about
· · ·
🌈 The big idea
Fizzle-fazzle!, You need to understand Heart-First Hearing, Logan!, exclaimed Simon with a sharp clap
True communication happens when your message makes others feel understood
People don't care how much you know until they know how much you care
➡️ Create content that shows you understand your audience's problems before offering solutions
Just like in Good Will Hunting when the therapist had to show he understood Will's pain before he could help him, you need to connect emotionally before your message will be heard
· · ·
🏄 Example
Ronald Reagan wasn't just good at delivering speeches; he made Americans feel understood
Jimmy Carter gave a detailed, fact-filled speech about energy policy that failed to inspire action
Reagan's simpler message about American values and energy independence connected better because it started with WHY
This approach earned Reagan the nickname "The Great Communicator" by focusing on emotional connection before policy details
· · ·
🎁 The breakthrough
Holy Smokes! exclaimed Logan looking upward thoughtfully
I've been talking AT my audience about what I know instead of creating content that shows I understand THEM
I'll now restructure my free content to demonstrate I truly get their struggles before offering solutions
Core Solution: Show you understand their struggles before teaching
🔥 The challenge
Logan was excited about his new communication approach
Now he worried about maintaining his purpose as his channel grew
Core Problem: Metrics and numbers replacing original purpose
· · ·
🌈 The big idea
You need to beware of WHY Drift, Logan!, whispered Simon
Success can make you forget your original purpose, focusing on metrics instead of meaning
When the founder's WHY fades, companies often start to decline despite financial success
➡️ Document your WHY clearly and review it regularly to prevent drift as you grow
Just like in The Founder when Ray Kroc lost sight of McDonald's original quality purpose in pursuit of real estate growth, successful creators often drift from their WHY
· · ·
🏄 Example
Walmart was founded with a clear WHY: to help people save money so they could live better lives
After founder Sam Walton died, Walmart gradually focused more on efficiency metrics than their original purpose
This shifted their culture and public perception despite continued financial success
The company had to work to reconnect with their original WHY to restore their authentic connection with customers
· · ·
🎁 The breakthrough
Holy Moly! exclaimed Logan with slow thoughtful nod
I can see how easy it would be to chase views and sales at the expense of my original purpose
I'll document my WHY now and schedule regular reviews to make sure I don't lose sight of it as I grow
Core Solution: Regularly reconnect with your original purpose
Chapter 12: 🔍 WHY Discovery: The backwards trick to find your magic purpose
🔥 The challenge
Logan had learned so much but still wasn't 100% clear on his specific WHY
Now he wanted to know how to discover his authentic purpose that would inspire others
Core Problem: Struggling to articulate your genuine purpose
· · ·
🌈 The big idea
You need to begin your WHY Discovery, Logan!, exclaimed Simon
Your WHY comes from looking backward at patterns in your life, not forward to what you want
Your purpose is already there in your past experiences - you just need to uncover it
➡️ Look for patterns in your past where you felt most fulfilled and identify the contribution you made
Just like in The Pursuit of Happyness where the main character discovers his purpose by reflecting on his life journey, you need to look back to move forward
· · ·
🏄 Example
Simon Sinek discovered his own WHY not by deciding what he wanted to be
Instead, he looked back at what had consistently fulfilled him: inspiring others to do what inspires them
This backward-looking approach helped him identify his authentic purpose
By finding patterns in his past satisfaction rather than creating an artificial mission statement, he found a WHY that was truly his
· · ·
🎁 The breakthrough
Holy Guacamole! exclaimed Logan jumping from his chair
I realized my real WHY isn't about comedy or boxing specifically - it's about making intimidating subjects approachable
Looking back, I've always loved breaking down complex topics in ways that make people feel confident to try them
Core Solution: Find your purpose in past moments of fulfillment
🏆 The parting
This should be our last session for now, Logan. Keep me posted on how things go, said Simon.
Remember what Batman said - It's not who you are underneath, but what you do that defines you. Your WHY only matters when you act on it consistently.
Stay weird, my friend! Simon gave Logan a superhero fist bump with sound effects.
🎉 The happy ending
Logan's YouTube channel grew to 1.5 million subscribers within 18 months of implementing the Golden Circle approach.
Before the change, he had been stuck at 25,000 subscribers despite posting three times a week for over a year.
Now he works just four days a week and his digital product suite generates enough passive income to fund his dream projects (and yes, he got that Tesla).
🧘♀️ The simple success recipe
The key lessons that transformed the business:
Start every piece of content with WHY you do what you do - This creates emotional connection before explaining features or benefits (which is way more fun than the old boring way!)
Focus on early adopters who share your beliefs - These true fans will spread your message more effectively than trying to appeal to everyone
Make your products tangible proof of your WHY - Only create digital products that directly express your core purpose
Build trust through consistency over time - Show your WHY consistently before asking for the sale
Document your purpose to prevent WHY drift - Regularly review your mission to avoid getting lost in metrics as you grow
✨ Loosely inspired by...
Logan Paul, YouTube personality who expanded into boxing and podcasting
He got famous by doing crazy stunts that no one else would try
From controversial vlogger to successful solopreneur with over 23 million subscribers and ventures in sports and entertainment
🥂 Your turn!
That's it, my fellow rebels!
You now have the Golden Circle framework to transform your digital product business by starting with WHY you do what you do, not just what you offer.
As Simon says, "People don't buy what you do, they buy why you do it." When you communicate your purpose first, you'll attract the right audience who believes what you believe.
Today, take 30 minutes to reflect on when you've felt most fulfilled in your work and look for patterns that reveal your authentic WHY.
Your purpose isn't just nice to have - it's the foundation for creating digital products that truly connect and inspire long-term fans.
Just like Superman inspires hope in everyone he meets, your clear WHY will inspire action in ways your competitors can't match!
Let the good times roll for you! 🍨
Your 'partner in rebellion with the status quo' vijay peduru