Sinek elaborates on how trust emerges in organizations and how aligning the “why,” “how,” and “what” can foster this trust. In Sinek’s view, trust begins to flourish when people and organizations demonstrate motivations that extend beyond self-interest. Companies often face the challenge of differentiating themselves from competitors, especially when they adopt a “what” culture. Sinek cautions that by solely focusing on “what” they do and constantly trying to match competitors feature-for-feature, companies will struggle to stand out. Conversely, companies that start with “why” enjoy greater flexibility in the market. For instance, Apple, with a “why” centered around challenging the status quo and empowering individuals, harnessed the ability to seamlessly expand from computers to iPads and iPhones. In contrast, Dell, defined primarily by “what” it does, found it difficult to diversify, ultimately retreating back to its core business.

Sinek also highlights a phenomenon that occurs when organizations emphasize the “why,” the “first mover’s advantage” (44). He contrasts Creative, an early mp3 player producer that focused on technical specifications, with Apple, which marketed the iPod with the emotional appeal of “1,000 songs in your pocket” (44). Apple’s “why” approach resonated with consumers and allowed them to dominate the market.