Start With Why

to have a real impact.
    And finally, to all those who read this book and pass it on to someone you believe it will inspire, thank you. I know that if enough of us learn about the existence of the WHY and work hard to start everything we do with WHY, we can and will change the world.

NOTES

INDEX

Abernathy, Ralph
    achievement versus success
    action, taking. See HOW level
    ad campaigns
    WHAT level
    WHY level
    Agincourt, battle of
    air travel
    Continental Airlines turn-around
    low-cost programs, failure of
    pioneers, WHAT versus WHY
    Southwest Airlines
    See also specific companies
    Allen, Paul
    America Online, WHY, loss of
    Amundsen, Roald
    Apple
    ads/commercials
    and authenticity
    cause of
    cultlike following
    decision to purchase
    and early adopters
    Golden Circle applied to
    and innovation
    less-than orientation
    and lifestyle
    origin/growth of
    Sculley, ineffectiveness of
    successes, repetition of
    user loyalty
    WHY level
    Armstrong, Neil
    aspirational messages, as manipulation
    assumptions, decisions based on
    authenticity, and WHY level
    auto industry
    German, and American buyers
    promotions
    Volkswagen Phaeton, failure of

Baer, Rebecca
    balance
    and authenticity
    and Golden Circle
    and nature
    Ballmer, Steve
    Balzer, Stephan
    Baring, Sir Francis
    Barings Bank
    Barrett, Colleen
    Barton, Jim
    belief. See WHY level
    belonging, sense of
    and followers
    power of
    and shared values
    Bethune, Gordon
    brain
    connection to Golden Circle
    limbic brain
    neocortex
    Branson, Richard
    breakage, and promotions
    Bridgeport Financial
    Brookhill
    Brotman, Jeffrey
    Bruder, Ron

cause
    of Apple
    civil rights movement
    of Costco
    of Microsoft
    of Southwest Airlines
    of Wright brothers
    See also WHY level
    celebrity endorsements
    as manipulation
    Q-score
    Celery Test
    failing, examples of
    passing, examples of
    charisma
    elements of
    and King, Martin Luther Jr.
    civil rights movement
    Abernathy, HOW level
    King, WHY level
    clarity
    and charisma
    and King, Martin Luther Jr.
    versus volume of message
    of WHY
    Colgate, product variations
    collections industry, WHY company example
    Comen, Ben
    communication, symbols, power of
    computer industry
    WHY versus WHAT
    See also specific companies
    consistency, of WHAT level
    Continental Airlines, turn-around of
    Costco
    cause of
    employees first focus
    Creative Technology Ltd.
    culture
    organizational
    and shared values/beliefs

Daly, Jack
    dating, WHAT versus WHY
    decisions
    assumptions as basis of
    and brain
    WHAT versus WHY
    See also gut decisions
    Dell, WHY, lack of
    Dell, Michael
    Delta Airlines, low-cost program failure
    differentiation, Golden Circle levels for
    discipline, of HOW level
    Disney
    Celery Test, passing
    WHY-HOW level team
    Disney, Roy
    Disney, Walt
    Donald, Jim
    Dr. Seuss
    Duke, Michael T.

early adopters
    innovation, accepting
    marketing to
    Economic crisis (2008), and manipulation
    Edison, Thomas
    EFE Foundation
    employees
    company/employee fit
    Continental Airlines turn-around
    employees first focus
    excitement and startups
    happy, importance of
    hiring
    and innovation
    loyalty of
    motivation versus inspiration
    passion, root of
    sense of purpose, WHY level
    team, importance of
    trust in organization
    Endurance

fads
    fear, as manipulation
    Fed-Mart
    feelings
    gut decisions
    limbic brain
    about organizations
    Feirstein, Douglas
    Ferrari
    Ford, Henry
    Fowler, Randy
    Friedman, Thomas

gambling, versus calculated risk
    Gates, Bill
    as inspirational leader
    retirement as CEO
    in WHY-HOW partnership
    See also Microsoft
    Gateway
    Gathering of Titans
    General Motors, promotions by
    Gladwell, Malcolm
    Glass, David
    Golden Circle
    Apple as example
    applications of
    balance, need for
    clarity
    concept, development of
    consistency
    discipline
    HOW level
    neurological connection to
    order of levels, importance of
    of organizational structure
    WHAT level
    WHY level
    See also specific levels
    golden ratio
    gut decisions
    and brain
    and great leaders
    potential clients, turning away
    and product purchase
    and WHY level

Harbridge, Christina
    Harley-Davidson
    tattoo of logo
    waiting time for product
    Honda
    luxury models
    Odyssey, versus Ferrari
    Honoré, Dwayne
    Honoré Construction
    Hopper, Victoria Duffy
    HOW level
    defined
    discipline of
    HOW-types, accomplishments of
    HOW level organizations
    Celery Test for
    HOW-WHY partnerships
    organizational structure
    Southwest Airlines
    human need, belonging as

immigrants, and WHY of America
    innovation
    adopters, profile of
    airplane,