If you have ever wondered why your business idea to sell gourmet dog treats has not turned you into a millionaire, it might be because you have been watching too many dropshipping “get rich quick” TikTok videos.

But don’t you worry, Simon Sinek’s Start with Why provides a solution just for you! Spoiler alert: It is not because dogs don’t appreciate artisanal peanut butter. Nor might it be because you are probably listening to a 16-year-old for financial advice… It is because you never asked yourself why you are doing this. As Sinek would say, you have been barking up the wrong tree.

The Great “Why” Revelation

So, what’s all the fuss about? According to Sinek, the difference between wildly successful companies and those that vanish into thin terrier (I hope this pun makes sense) is this magical, almost spiritual thing called “why.” Great leaders—think Steve Jobs or the person who invented Uber Eats—didn’t just focus on what they were selling or how they were making it. They tapped into a deeper sense of purpose. Jobs didn’t just want to sell you an iPhone; he wanted to change the world by giving you a device that lets you brainrot anywhere, anytime. That’s visionary stuff right there.

Meanwhile, most companies (including your dropshipping videos) are out there saying, “Hey! We make dog treats and it’s not too expensive.” Boring. Sinek argues that these companies fail to inspire because they don’t start with “Why.” They start with “Here’s a product. Please buy it so we can pay rent.”

The Golden Circle: A Fancy Way of Saying “Start with Why”

At the core of the bone of Sinek’s philosophy is something he calls the ‘Golden Circle‘, which sounds like an elite club but is basically three concentric circles labeled “Why,” “How,” and “What.”

“Why” is in the center because that’s where all the cool ideas hang out and the “How” and “What” are just there to fill out the circle so it doesn’t look like a donut.

Sinek argues that most people start with the “What” (such as “What do we sell?” or “What is even an artisanal dog treat anyway?”). Then, they ask “How” (“How can I get a dog to like this made-up product?”). But the true masters of business — like Apple, Amazon, and whoever convinced Olive Garden to have the never-ending pasta bowl —start from the inside. They begin with their “Why” and work outward, which is why they are so successful.

For example, Apple’s “Why” wasn’t just about making phones. It was about challenging the status quo and making technology feel cool enough that you would spend half your paycheck if it meant not ending up with a Samsung Galaxy. Their “How” was making revolutionary features like Facetime (who even uses Google Meet anyway?) And their “What”? Well, we all know that part—flexing on Android users because their text messages are green.

Why You Should Care (Or Pretend To)

“But I’m not trying to revolutionize the tech industry like Steve Jobs did,” you might say. “I just want to get rich quick and make people buy my fancy dog treats.” Sinek would argue that your success depends on your ability to communicate why you care about gourmet snacks. Maybe it’s because you believe dogs deserve better than generic kibble. Or, it’s because you have a deep personal connection to peanut butter. Whatever your weird personal tastes are, believe it or not, is what’s going to make people care.

Conclusion: Why You Should (or Shouldn’t) Care About “Why”

In the end, Start with Why is a great book for anyone ready to dig a little fur-ther into the meaning behind their work (I promise this is the last dog pun). If you are tired of your same-old approach to selling stuff, Sinek’s advice might give you that ‘aha’ moment, or at least make you go ‘woof, I never thought of it that way!’ (I lied 😛). You will remember to never tell someone your “what” without a meaningful “why” behind it.

FYPI (For your paw-sitive information): Your purpose doesn’t need to be earth-shattering. It can be as simple as wanting to bring joy to the world, one fancy peanut butter dog treat at a time.