Companies
The most discussed company in Start with Why, and a fruit.
Apple
Sinek argues that when the "Why" and the "What" grow apart, a company experiences this—a phenomenon where the original purpose is lost to a focus on the numbers.
What is Split?
The number of locations Optimal has open and active as of 4/1/26.
What is 12?
Sparks, South, Postal, Cheyenne, Tenaya, Ann, Fort Apache, Windmill, Horizon, Paseo, Lake Mead, Boulder
This is the only metal that is liquid at standard room temperature and pressure.
What is Mercury?
Walmart's founder and original CEO, when asked why he drives a pick-up truck he quipped, "Am I supposed to put my dog in a Rolls Royce?"
Who is Sam Walton?
While Samuel Pierpont Langley had the money and the prestige, these two brothers from Ohio succeeded in flight because they were driven by a cause, not by a quest for fame.
Who are the Wright Brothers?
This was the original partner when "Optimal" opened in Pahrump in 2009.
What is Affiliated Chiropractic?
This is the only flag in the world that is not a quadrilateral; it consists of two stacked triangles, representing the Himalayas and the country’s two main religions.
What is Nepal?
Despite having a vastly inferior product in the 1970s that leaked oil and had mechanical issues, this motorcycle brand’s "Why" of freedom and rebellion inked aggressively loyal customers.
What is Harley-Davidson?
The author of this job posting "Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success."
Who is Ernest Shackleton?
Take the year Optimal and Galena merged, subtract the year Optimal and Affiliated Therapy merged to get.
What is 5? (2024-2019)
Hello 911, I'd like to report a murder. This was the first music video to play on MTV at 12:01 am on August 1st, 1981!
What is "Video Killed the Radio Star"?
You will have to hold your own Starbucks in this luxury car brand is mentioned as a "How" company; while they make great products, their "Why" is less about a cupholders and more about the excellence of their engineering process.
What is BMW?
This primitive part of the human brain corresponds with "Why" on the Golden Circle and the statements "My partner just gets me" and "That ad spoke to me"
What is the Limbic Brain?
Grit, Caring, Excellence and Impact
What are Optimal's Core Values?
No expiration dates? No Problem, this food was found to still be edible after it was discovered in a 3000 year old Egyptian tomb.
What is Honey?
Sinek uses this DVR pioneer as a "failure" example; they had a superior "What" (the technology), but failed to explain "Why" anyone needed to change their television habits.
What is TiVo?
This theory, referenced by Sinek to explain how ideas spread, posits that you need to reach the 15% to 18% "tipping point" of Innovators and Early Adopters to achieve mass market success.
What is the Law of Diffusion?
What is 450 miles? (Galena Sparks to Optimal Boulder City, 465 miles)
What is Tonga?