Start with Why: Chapter 9 and 10

These chapters begin to expand beyond the simple why and explain the expanded “golden circle”, symbols, and consistancy. Previous chapters explained in detail the golden circle (Why, How, then What), but Sinek reveals another layer in the circle in Chapter 9. The golden circle was revealed (in Chapter 8) to appear like a cone and apply to an organizations leadership structure. The CEO or top leadership is driving the message of WHY, the senior management drives the HOW, and the largest part of the organization drive the WHAT. Below the WHAT in the cone shaped “golden circle”, lies the marketplace. This entire group (where all the money is) is seeing your brand’s WHY from the perspective of WHAT you do.

In chapter 10, Sinek explains why this is imporant. If you’re marketplace is viewing you brand/company by WHAT you do, it’s important that your WHATs are consistent with your WHY. He gives an example of VW, the people’s car, launching an expensive luxury car. This move was not consistent with VW’s position and is the reason luxury brands like Lexus and Acura were created under the Toyota and Honda groups.

Sinek also explained in detail how symbols are used to represent WHY. However, this symbol is meaningless without a very consistent stream of WHATs that match the WHY. Over time, the symbol gains a meaning that matches the WHY. For example, Harley Davidson didn’t mean anything until the brand stood for something very consistantly for a period of time. Today, people tattoo the brand on their arms!