Editor’s note: This is the best business book I’ve read in a year or more. Mr. Sinek uses simple, if sometimes repetitive language and tangible examples to support the concept that great businesses are centered on “why” they exist rather than “what” and “how”. Sinek teaches forming your “why” and also how to use your “what” and “how” to maintain and build that “why”. He also tells of those who found their “why” then lost it. He thinks, and I quite agree that people prefer buying from and working for organizations with a clear purpose beyond making widgets.

Excerpt: “With every price drop, promotional, fear-based message or novelty we use to achieve our goals, we find our companies, our organizations and our systems getting weaker and weaker.”