Start With Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek. 

Key Takeaways:

  • Techniques like price manipulations, fear or aspirations work but they only motivate short term sales, they don't encourage loyalty.
  • Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or price to continue doing business with you. Loyalty is not easily won, repeat business is. 
  • Leadership is the ability to rally people not for a single event but for years.
     
  • The Golden Circle: Why, How, What
    • What: What is your product or service. 
    • How: What is your unique selling point
    • Why: Why do you do what you do, what gets you up in the morning?
       
  • The Why engages us emotionally while the what and the how is evidence of said belief.
  • When you start with why, features and what you do doesn't matter as much.
  • Why requires clarity, the organization must be able to articulate this clearly. 
  • How requires discipline, holding you and everyone who works for you is the hard part. 
  • What requires consistency, this is how you achieve what you believe in. 
  • You don't hire for skills, you hire for attitude. You can always teach skills.
     
  • The celery test: 
    • Imagine your business needs oreos, rice milk, M&M's and celery. You go to the supermarket to purchase said items and you end up spending more than you need. Plus people in line are confused by your mix of products. Instead if you go to the market and you believe in healthy living, you only purchase the rice milk and celery. As a result you spend less money and the people in line can clearly see what you stand for. Your why allows you to filter people's advice and new information you receive. 

This was one of the better books I've consumed that details the idea that everything you do in your business needs to align together. And if it doesn't well then you don't know why you're in business in the first place.