This book thoroughly explains why you should start with WHY. The author mentions the golden circle of Why How What and the way human minds work. He established a connection between these two by providing relevant examples of Apple and precisely Steve Jobs, The Wright Brothers, South-West Airlines and many more. I had seen the Ted Talk by the author and was compelled to order this one. Although i would say that the Ted Talk is enough to understand this message and you don't really need to read this entire book unless you really want to.