Start With Why by Simon Sinek is an extension of his original TED talk. You might find the book within the business section of stores, because it makes reference to organisations that survived against the odds, or carved out a loyal following within an already cluttered market place.

Sinek details how the consistent reason for success in these case studies is down to the organisations putting their ‘why’ at the heart of everything they do. In being able to articulate ‘why’ they do what they do, and align their behaviour and decisions to that ‘why’, they will engage customers and audiences in a far more powerful way than the majority of organisations who only articulate ‘what’ they do.

The theory is completely applicable to individuals too. Your ‘why’ is defined as “the purpose, cause or belief that inspires you to do what you do”. Knowing your ‘why’ can clarify what matters to you, the kind of person you’d like to be, the impact you want to have on the world and ultimately the kind of work you pursue. To learn a method for discovering your ‘why’, check the follow-up: Find Your Why.