Start with Why is a seminal leadership work published by Simon Sinek in 2009. The book introduces the “Golden Circle” model, advocating that exceptional individuals and organizations should start from the core “Why” (purpose and belief), then consider “How,” and finally “What.” Sinek argues that true leadership lies in inspiring others, and that inspiration stems from the identification with shared beliefs. This book has profoundly influenced modern management and brand building, providing leaders with a clear blueprint to inspire action and loyalty.

Source：link to TED