Good morning. Welcome to Your World Within Daily. I'm Eddie Panero, and in today's episode, we are going to talk about uncovering your why.

And as Simon Seneca would say, that is the beginning of everything. So, as I've talked about many times on this podcast, something that I do weekly is read a book and talk about it, my other, my books to business podcast. And this

week, in particular, we read a book that one of my top three of all times. I think it's one of the

most important reads ever. I was instantly mad at myself that I hadn't read it earlier. I mean,

it's just, it's unreal, and it's Simon Sinek's start with why. And the premise is a very simple

one. You know, he does a lot of business application, and I'll talk about that a little bit,

but I also want to talk about how from an individual

standpoint, that can really be the standard we set for ourselves, that changes everything.

Right.

And so he talks about a golden circle.

I'll keep it very simple.

And actually, it is simple, right?

There's nothing really complex about it.

So most people, when you ask them what they do for work, or even in their personal life, you know, what they're doing, you know, they'll start with the what it does, which is the outer layer of the circle. Maybe they'll explain the how, which is the second layer of the circle, but very

rarely do people know the center of the circle? Why? What drives everything? What is your

reason? And his point is when you start with the why, you get the longevity, the power, the meaning that from a business standpoint, it means loyal customers who believe what you believe.

It means creating an identity for people, not just gimmicks or manipulations to sell products. So for example, Apple knows their why,

right, to challenge the status quo. And that means the iPhone for them was not a phone.

It was a symbol, right, of creativity, of innovation. It's why they've been in so many different areas um you know

they've transformed the music industry the cell phone industry the the the consumer computer

industry um you know all those things and they all fit their umbrella and the people who own

those things feel like they're a part of something. That's why their following is so

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