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Welcome to the business buffet side dish.

This is a quick snack on a specific area of business.

Today, we will present a concise element you need to run your business.

Remember to visit business buffet.page. page or listen to wherever you get your podcasts.

It's snack time.

Hello, once again, I'm Phil Anderson.

And in today's side dish, I'm going to talk about the Simon Seneca book, Start with Why.

Every business should know their why.

Start with Why is Simon Sinek's mission to help others do work, which inspires them and uses real-world examples of great leaders to show you how

they communicate and how you can adapt their mindset to inspire others yourself.

Now, Simon Seneck's first TEDx talk from 2009 is now the third most watched TED talk of all

time, sitting at well over 25 million views.

When I came across this idea, I, like many, was instantly hooked on the idea.

The reason his mantra is so magnetic is that it's incredibly simple, yet very universal.

Many of history's most inspiring leaders seem to have internalized his idea of the golden

circle and communicate it the right way. There are basically three lessons you should take

away from start with why. Lesson one, if you want to inspire others, always communicate your

why first. This is Simon's key idea in a nutshell. People don't buy what you do. They buy

why you do it. Every company in the world knows what they do, which is why it's the first thing

they tell people about. But rationale is a weak way of trying to get us to make decisions,

probably the weakest of them all. That's because emotions

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