There’s just three little letters that make up a big and important word: WHY.

I became intimately acquainted with the word WHY during the early 1990s.  In the midst of a messy relationship break-up, I’d sing the Annie Lennox song ‘Why’ through tears day and night. If you don’t know the song check it out, it’s a stunner.

Over a decade later, Simon Sinek released his book ‘Start with WHY’, and turned the word WHY on its head. Suddenly the word wasn’t just at the start of the question; it WAS the question. What’s your WHY? Simon’s premise is simple: there are thousands of successful companies and leaders, but only a few ever change the world, so what makes them different from the rest?  

Simon’s book stated that people don’t buy what you do, they buy WHY you do it.  In other words, an organisations’ core purpose. He asserts that those successful companies start with WHY, and then...