# Start with Why ## Metadata * Author: [Simon Sinek](https://www.amazon.comundefined) * ASIN: B002Q6XUE4 * ISBN: 1591846447 * Reference: https://www.amazon.com/dp/B002Q6XUE4 * [Kindle link](kindle://book?action=open&asin=B002Q6XUE4) ## Highlights “Six steps to a happier life.” “Work those abs to your dream dress size!” “In six short weeks you can be rich.” — location: [354](kindle://book?action=open&asin=B002Q6XUE4&location=354) ^ref-34750 --- Someone who lives a healthy lifestyle and is in a habit of exercising does not respond to “six easy steps to losing weight.” It’s those who don’t have the lifestyle that are most susceptible. It’s — location: [359](kindle://book?action=open&asin=B002Q6XUE4&location=359) ^ref-60040 --- Aspirational messages can spur behavior, but for most, it won’t last. — location: [364](kindle://book?action=open&asin=B002Q6XUE4&location=364) ^ref-2357 --- “they never have the time or money to do it right the first time,” she said of her client, “but they always have the time and money to do it again.” — location: [373](kindle://book?action=open&asin=B002Q6XUE4&location=373) ^ref-49991 --- Peer Pressure — location: [374](kindle://book?action=open&asin=B002Q6XUE4&location=374) ^ref-10826 --- The peer pressure works because we believe that the majority or the experts might know more than we do. Peer — location: [379](kindle://book?action=open&asin=B002Q6XUE4&location=379) ^ref-37633 --- Novelty (a.k.a. Innovation) — location: [397](kindle://book?action=open&asin=B002Q6XUE4&location=397) ^ref-48039 --- the company confused innovation with novelty. — location: [409](kindle://book?action=open&asin=B002Q6XUE4&location=409) ^ref-60288 --- Novelty can drive sales—the RAZR proved it—but the impact does not last. If a company adds too many novel ideas too often, it can have a similar impact on the product or category as the price game. In an attempt to differentiate with more features, the products start to look and feel more like commodities. — location: [416](kindle://book?action=open&asin=B002Q6XUE4&location=416) ^ref-56209 --- And, like price, the need to add yet another product to the line to compensate for the commoditization ends in a downward spiral. — location: [418](kindle://book?action=open&asin=B002Q6XUE4&location=418) ^ref-47392 --- Apple is not only leading how mobile — location: [435](kindle://book?action=open&asin=B002Q6XUE4&location=435) ^ref-25960 --- phones are designed, but, in typical Apple fashion, also how the industry functions. — location: [435](kindle://book?action=open&asin=B002Q6XUE4&location=435) ^ref-48900 --- Beyond the business world, manipulations are the norm in politics today as well. Just as manipulations can drive a sale but not create loyalty, so too can they help a candidate get elected, but they don’t create a foundation for leadership. Leadership requires people to stick with you through thick and thin. Leadership is the ability to rally people not for a single event, but for years. — location: [446](kindle://book?action=open&asin=B002Q6XUE4&location=446) ^ref-64247 --- There is a big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you. — location: [451](kindle://book?action=open&asin=B002Q6XUE4&location=451) ^ref-40203 --- American Mania: When More Is Not Enough, — location: [523](kindle://book?action=open&asin=B002Q6XUE4&location=523) ^ref-41874 --- This time, the example starts with WHY. Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. And we happen to make great computers. Wanna buy one? — location: [599](kindle://book?action=open&asin=B002Q6XUE4&location=599) ^ref-33900 --- their message starts with WHY, a purpose, cause or belief that has nothing to do with WHAT they do. WHAT they do—the products they make, from computers to small electronics—no longer serves as the reason to buy, they serve as the tangible proof of their cause. The — location: [607](kindle://book?action=open&asin=B002Q6XUE4&location=607) ^ref-65051 --- While the music industry was still busy trying to sell us albums, a model that no longer suited consumer behavior, Apple introduced their iPod by offering us “1,000 songs in your pocket.” With the iPod and iTunes, Apple did a much better job of communicating the value of both the mp3 and the mp3 player relative to how we lived our lives. — location: [648](kindle://book?action=open&asin=B002Q6XUE4&location=648) ^ref-22524 --- The problem was, they advertised their product as a “5GB mp3 player.” It is exactly the same message as Apple’s “1,000 songs in your pocket.” The difference is Creative told us WHAT their product was and Apple told us WHY we needed it. — location: [656](kindle://book?action=open&asin=B002Q6XUE4&location=656) ^ref-35129 ---