When "Why" Is More Than A Three-Letter Word

Every now and then, one hears of a business that once boomed before stagnating and ultimately failing. If author and inspirational speaker Simon Sinek, is right, they lost their reason for doing things: what he calls the "why". More than a mission statement or a raison d'être, the "why", from what one understands, is the core – or the marrow, if you will – of a person or organisation.

In his book, Start with Why: How Great Leaders Inspire Everyone to Take Action, Sinek provides examples of individuals who and businesses that embarked on ambitious projects without a clear "why", plus those who did but lost it. One example that stands out in the book is Wal-mart, the American retail giant founded by Sam Walton, whose reputation declined in recent times. Sinek posits that Wal-mart's "why" – its focus on people, not profit – died with Walton and is responsible for its current state.

On the flip side, he uses examples such as Apple, Martin Luther King, and the Wright brothers to lay out the reasons people were drawn to their message, to what they were selling. The Wright brothers believed in the life-changing powers of flight. Apple has been pushing its status quo - bucking "Think Different" ethos for decades. And the strength of King's belief in justice and equality struck a chord among many who shared that belief.


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