Could you talk more about it? The site is vague and low info density. It comes off like The Secret or other kinds of weird neurolinguistic programming ideas crossed with a multilevel marketing scheme.

Here's a TED talk by Sinek on the concept (it turned into a book, Start With Why, and now a set of courses, etc.)

It's a simple but powerful concept - one of those you should revisit on a regular basis to test your beliefs and the difference you want to make at work, in your society, etc.

https://www.youtube.com/watch?v=u4ZoJKF_VuA&vl=en

What is Sinek's thesis statement? I don't think this answered the parent comment's question.

I mean, the title of the book is Start With Why. The thesis, I suppose, is "Starting with why yields better products / results than not."

Sinek does seem to be excellent at marketing himself and his ideas. But from what I understand, they don't stand up to scrutiny.