Find Your Why

Simon Sinek's follow-up to Start With Why responds to readers who kept asking how to apply the idea to a career, a team, a company or a nonprofit. Written with his colleagues Peter Docker and David Mead, it is a hands-on guide of exercises, illustrations and action steps for each stage of discovering a WHY. The authors take up practical problems, such as a WHY that sounds like a competitor's, having more than one, work that does not match it, and a team that cannot agree on a shared one. Sinek frames the effort around his belief that fulfillment at work is a right, not a privilege, and the exercises address new employees, team leaders and chief executives.

Ardor SEO founder Kris Reid said he largely knows his own why but hoped to put it into clearer words so his team could better grasp the purpose of his company.