Book Review: START WITH WHY by Simon Sinek

I recently revisited Start With Why by Simon Sinek — a book I read awhile ago. It still holds up, and once again, it delivered the kind of clarity that makes you stop, reflect, and rethink the way you lead.

Sinek’s central message is this: “People don’t buy what you do; they buy why you do it.” It’s about leading with purpose — a deeper reason for existing beyond products, profits, or processes. And while this idea is typically applied to branding or marketing, I believe its most powerful application is in how we think about our people.

One of the most insightful sections in Start With Why is when Simon Sinek discusses the difference between manipulation and inspiration in leadership.
He points out that while many companies use bonuses, fear, pressure, or promotions to manipulate performance, the most enduring and successful organizations focus on inspiration — creating a sense of purpose so strong that people want to be a part of it.

That section hit home for me, especially when I think about the challenges many growing businesses face with talent.

As someone who works closely with growing businesses, I see this play out often. Many of the most common HR challenges — high turnover, disengaged employees, hiring misses, or culture “drift” — are symptoms of a business that hasn’t clearly defined or communicated its why.

Without a compelling purpose:
- Hiring becomes transactional rather than intentional.
- Onboarding is about paperwork, not belonging.
- Performance management becomes a checklist, not a growth journey.
- Culture feels like fluff, not a strategic advantage.

What I love about Start With Why is how it reframes these issues: not as HR problems, but as opportunities to lead with clarity and intention.

When businesses start with why, everything changes.
✅ You attract people who believe in what you’re building.
✅ You retain employees who feel connected to a bigger mission.
✅ You create a culture where values show up in everyday decisions — not just in a slide deck.

If you’re a business owner, founder, or HR leader who’s trying to build the right team and culture for long-term success, I can’t recommend Start With Why enough. It’s not just a leadership book — it’s a blueprint for building organizations where people feel inspired, not just employed.

And if you need help bridging that “why” into how you hire, lead, and grow — let’s chat. At ScaleSmart, we help businesses translate their "why" into real world HR strategy - from building talent frameworks that reflect your purpose, to designing onboarding experiences that bring it to life.

Lastly, I am always on the search for great books so if you have any recommendations, drop them below and I'll add to my list!