"Start with why.” Many of us have heard this phrase, an essential leadership concept popularized by Simon Sinek in his TED Talk and book of the same title. In that book, he provides a compelling argument that by providing the “why” behind the goals we set for our teams, we can create buy-in and connect our teams to a deep sense of purpose. Understanding Sinek’s message of Start With Why is foundational for his companion book, Find Your Why.