Sinek challenges the conventional wisdom of starting a business with market research, customer knowledge, and a well-defined niche. In his rebuttal of this idea, Sinek contends that the “why” cannot be uncovered by looking ahead at what an organization wants to achieve and then strategizing accordingly because the “why” doesn’t emerge from market research or extensive customer and employee interviews. Rather, the “why” resides within individuals and organizations, waiting to be unearthed. Determining the “why” is therefore a process of discovery rather than invention. Once the “why” is found, the challenge becomes remaining true to it in the face of external pressures and changing circumstances.

Sinek reveals the book’s origins in his own failure to remain true to the “why.” Initially, he was filled with excitement and pride as his business survived beyond the first three years, when over 90% of businesses fail. However, as the company grew, his passion waned, and the business became a routine endeavor. Sinek explains that his own self-doubt and paranoia about his capabilities and likability compared to competitors prompted him to embark on an analysis of what sets successful businesses apart. He sought to understand