Simon Sinek’s TED Talk from TedxPuget Sound (Sept 2009) has been posted and is just awesome.  He starts out with the question “Why is Apple so innovative,“ Why is it that Martin Luther King led the civil rights movement,” and  “Why is it that the Wright Brothers were able to figure out controlled power manned flight?”

He answers this by describing something he calls the Golden Circle:

Every single organization knows WHAT they do.  Some know HOW they do it.  Very few people and organizations know WHY they do what they do, where WHY is “what’s your purpose, your cause, your belief; why do you get out of bed in the morning; why should anyone care.”

Most people start with the WHAT, go to the HOW, and end with the WHY.  Sinek makes the very clear point in this video, and on his Start With Why web site, that great people and organizations start with the WHY.

Find a quiet space and listen carefully to this TED Talk for 18 minutes.  Then spend at least the next 12 minutes thinking about your WHY.