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The secret to becoming a successful person, business, or organisation lies in asking a key question, why. The reason why some people are able to bring about more creativity than the rest, the reason why some businessmen are able to replicate profits again and again, and the reason why some organisations stand the test of time all stem from the fact that the people involved dwell on asking why rather than how or what. Sinek says that be it the Wright Brothers, Martin Luther King Jr., or Steve Jobs, all of them had one thing in common, their ability to start with why rather than worry about the results. The results that people look out for are money and profit. People who begin with why are the people who inspire. These are the people who achieve the remarkable and make others want to follow them. Drawing examples from real life stories, Start With Why: How Great Leaders Inspire Everyone To Take Action is a book for those who want to inspire as well as for those who want someone to inspire them. Simon O Sinek was born in Wimbledon in 1973. After having lived in Johannesburg, London, and Hong Kong, he finally settled in New Jersey. He completed his BA from Brandeis University in cultural anthropology. He joined an ad agency, Euro/RSCG, in New York. In the year 2002, he set up his own company called Sinek Partners. In 2010, he joined RAND corporation which is a non-profit think tank formed to offer research and development analysis to the United States armed forces. He is known for making popular the concept of Golden Circle. "How Great Leaders Inspire Action", his first TEDx talk is the seventh most viewed video on TED.com. His book, Start with Why: How Great Leaders Inspire Everyone to Take Action, is written along the same lines and topped the list of corporate America’s bestsellers. He has been a contributor to various newspapers and magazines and is a regular with BrandWeek, The Huffington Post, and IncBizNet.