Sinek explores the concepts of energy and charisma in leadership. While energy can motivate, charisma inspires, as charisma is the result of having a clear “why,” or a belief in a purpose larger than oneself. Sinek illustrates this with the examples of Bill Gates and Steve Ballmer. While Ballmer is energetic, Gates exudes charisma despite his natural shyness. Charismatic leaders, driven by a strong “why,” command loyalty and leave a lasting impact. Such leaders are “why” types: visionaries with active imaginations, focusing on the future and the unseen. Meanwhile, “how” leaders are practical and realistic, better at building what others can see. “How” types can be successful but rarely create billion-dollar businesses that change the world, and a “why” type often needs a “how” type to bring their vision to life. This was the case for Walt Disney, a visionary who relied on his brother Roy, a “how” type, to make his dreams reality.

This distinction between “why” and “how” types extends to an organization’s vision and mission statements. The vision represents the founder’s intent, the “why” behind the company’s founding, while the mission describes “how” the company will create that future.