In his book and TED talk, Start with Why, Simon Sinek examines why some leaders, like Martin Luther King, Jr. and organizations, like Apple, are more innovative, influential and profitable than others. What he discovered is that these companies or individuals deliver a message that starts with “WHY” – why they are in business and why their company exists.

The reason customers, consumers and people flock to those companies or individuals is because:

It seems like a simple concept, but Sinek found that this was the differentiating factor between innovative companies and their competition.

What’s Your Why?

If you’re not clear on your “why,” here are four questions to help you get started:

1) Why did you start your business?

2) What’s your purpose or cause?

3) What do you love most about what you do?

4) What are you most passionate about in life?

Want to learn how your Why can help you in your business? Attend the Rock Your Story Workshop in New York City.