Simon Sinek is the current poster child for motivational speeches. He makes compelling arguments and has indeed some very valid and interesting points.

Here’s the problem. Simon Sinek is great speaker, not a great writer. His 18 minute TED Talk sums up his teachings effectively. The book, Start with WHY, does not. In fact, the book becomes fairly repetitive in driving home the point of WHY over it’s 250 pages. How so? By reusing the same examples with a slightly different angle than before.

In the end you kind of just want to go: “Stop! I get it! How many times do you think I need to hear how great Apple is?“ This is actually a disadvantage for Sineks points. He should’ve dug up more successful companies than the handful he keeps referring to.

Reading the book in 2019, the tech references are badly outdated. Written in 2009, it might be time to revise some aspects of it to keep it feeling fresh. Writing about PDAs and MP3 players as something the reader should feel is relevant is simply…not relevant. The tech examples should be updated, and the success stories should be updated to include streaming services such as Spotify and Netflix – companies that would make perfect case studies for this book.

Read the book if you’re really into Sinek, but watching the TED Talk will suffice for most people.