Simon Sinek is leading a movement to build a world in which the vast majority of us are inspired by the work we do. Millions have already seen his video on TED.com about the importance of knowing why we do what we do. Start with Why takes the concept even deeper.

Any person or organization can explain what they do; some can explain how they are different or better; but very few can clearly articulate why. WHY is not about money or profit—those are results. WHY is the thing that inspires us and inspires those around us.

From Martin Luther King, Jr. to Steve Jobs to the Wright Brothers, Start with Why shows that the leaders who inspire all think, act, and communicate in the exact same way-and it's the complete opposite of what everyone else does. Drawing on a wide range of real-life stories, it provides a framework upon which organizations can be built, movements can be led, and people can be inspired—and it all starts with WHY.