= Start with Why
**Author: Simon Sinek**[[br]]Jan 29 2017
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=== Verdict: **Avoid**
What should've been a 5 page essay is a 250 page book with lots of redundant information generously smeared with Apple fanboy-ism. You might want to watch his [http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action TED Talk] instead - you'll waste considerably less time.

=== The Good (sort of): Watch the [http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action 18 Min TED Talk] instead.
* Focus on 1 point: Successful companies are clear about their core purpose (other than making money); the ones that aren't or deviate from / lose sight of this core purpose fail / die.

=== The Bad
* Is it a Circle, Bullhorn or Cone? Why is it "Golden"?
* The contradictions: Apple's success comes from innovation, but !TiVo which also innovated failed because //<vague reasons>//.
* States the obvious: a company needs to have a mission which derives from the vision of its leaders - in his examples, he talks about only 1 leader per company, which is not how most of us have experienced it in the real world.

=== The Ugly
* I can't get back the 5 hours I spent on this.
* Apple worship.
* Reaching quite a bit to draw parallels between Golden { Circle / Bullhorn / Cone } to well-known Golden Ratio - sorry, they are **no** similarities.
* Playing amateur neuro-scientist linking Golden { Circle / Bullhorn / Cone } parts to human brain function - falls flat on its face.