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.

Preaching the gospel of "why"

For years, Sinek has been espousing the importance of "why" through The Optimism Company, his leadership learning and development outfit, and his partnership with Penguin Random House dubbed Optimism Press. Originally an ad man, he left to do his thing once he found his "why" after a minor crisis. The experience was so transformative, he decided to share it.

Start with Why is his first book, in which he expounds on his tao of "why". The follow-up, Find Your Why, is a comprehensive guide to do just that, co-written with David Mead and Peter Docker. Docker is a former senior Royal Air Force pilot turned leadership consultant and executive coach, while Mead has presented to over 80 organisations in numerous industries.

"[Start with Why] is about a naturally occurring pattern, a way of thinking, acting and communicating that gives some leaders the ability to inspire those around them," Sinek writes, adding that this ability to lead can be acquired with some discipline. But first, the "why" must be clear, and finding it requires serious introspection and asking the right questions, such as what one is trying to accomplish.

Why start with "why"

"The reality is," Sinek states, "most businesses today are making decisions based on a set of incomplete or, worse, completely flawed assumptions about what's driving their business." An unambiguous "why", he suggests, guides one's actions and ensures one's unswerving adherence to one's values. Once the "why" is clear, one can then use it to drive the "how" (the methods) and the "what" (the product or service) of one's venture.

A key to the success of "why"-led leadership is how it leverages on one's sense of belonging. Leaders and organisations with a clear "why" and who are steadfast in adhering to it are more likely to gather a following of kindred spirits and maybe convert those on the fence. In that way, organisations that lead with a solid "why" are capable of changing things around them.

"Imagine if every organization started with WHY," Sinek enthuses. "Decisions would be simpler. Loyalties would be greater. Trust would be a common currency. If our leaders were diligent about starting with WHY, optimism would reign and innovation would thrive."

An arduous journey

Throughout Start with Why, Sinek demonstrates the eloquence and persuasiveness that made his TED talk on "why" so popular. One reason his argument resonates is that, perhaps, asking "why" to open a pathway out of one's existential crisis had never occurred to many. A simple solution, so close at hand yet out of reach, at least in many minds going, "Why didn't we think of this?"

However, the book also reads like a TED talk. At times Sinek seems to get so caught up telling a story he takes too long to get to the point behind it. And his emphasis on the power of "why" tends to be a little repetitive. And the metaphors ... there's the School Bus, the Celery Test, not to mention his Golden Circle. Readers need to "get" those first before diving into the rest of the book, or they may be confused.

If Start with Why feels a bit draggy, Find Your Why is a bit more so because it's a workshop in dead-tree format. With the help of his co-authors, Sinek patiently walks readers through their quest to find their "why" and communicate it to others in a way that may feel like a slog for some readers as they switch between the book and the notes they are making, whether outside or inside it.

Sinek encourages this. The book, he states, provides all the tools to help readers find their "why". The book itself is also a tool, as space is provided in its pages for readers to jot down notes. It also seems to be crafted in a way that one doesn't have to have read Start with Why to begin that quest.

Making the roadmap yours

Hence, one is compelled to endure in the hope that their "why" will come within reach as they near the end of their odyssey. "Though all the how-to steps may be in the book, it’s going to take work and patience to really get it," Sinek states, prompting the reader to "make the process your own."

The process can be daunting and often, readers are not looking to facilitate a whole workshop. But if you've been at a job or task for years and seem to be falling into a rut, perhaps it's time to find your "why". In these two books, Sinek and his co-authors have put together a comprehensive toolbox for your search.

Get Start with Why: How Great Leaders Inspire Everyone to Take Action here; Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team can be purchased here.