If you own a business and haven’t read Start with Why, click here and get it.

This book has changed more entrepreneurs lives than any other we are familiar with. “Why?” you might appropriately ask? Well, in this book Simon lays out a compelling case for the concept that your customers are even more focused on why your business exists than what it does or how it does it.

Every business knows what it does and how it does it (or at least every business that lasts more than a year or so), but far fewer businesses and their owners really know why they do it. And this really becomes the critical element that provides business owners with the philosophical foundation that creates sustainable competitive advantage in their industry.