Simon Sinek has an incredible way of dealing with words and a thought that we must all understand.

This book, Start With Why, is one of the few business books that I really enjoyed reading, rereading and studying.

Simon Sinek understands that it doesn't matter what he does but why he does it is a very important lesson in life.

This gives more meaning, more motivation and helps us to stay on the right path.

I also think it is fundamental to running a company and being a good leader.

As Simon wrote:

"People don't buy what they do: they buy why they do it."

If you don't understand why you're doing something and you don't have a passion for it, it's more difficult to create something unique and that adds value to people's lives.

I have always wanted to create businesses that solve problems and improve people's lives.

Living in Tours, we are always questioning and asking why we do what we do.

This practice helped us to remain faithful to our purpose of showing the world the best we have and know how to do in Portugal and Spain. It also helps to keep our work fun, original and hectic.

One of Simon Sinek's ideas that I most admire is his Golden Circle Theory.

This concept asks companies to start with the “why” before moving on to the “how” and “what”.

By starting with your "why" and its purpose you will build a solid and authentic base for your brand, while instills confidence and influence the people choices for inspiration.

As Simon Sinek explains in the book: "a good leader and good business should only influenced people through inspiration and not manipulation."

However, inspiring people should not and cannot start and end with customers.

One of the most important things you need to do as a leader is to create a work culture where people can be themselves and where all ideas are welcome.

Como Simon Sinek diz:

"The responsibility of leadership is not to come up with all the ideas. The responsibility of leadership is to create an environment in which great ideas can thrive"

This also refers to the "why". It is difficult to inspire people to work for you, if you do not know why you are doing it!

Reading the book Start With Why again reminded me why it is so important to keep our values at the heart of everything we do at Living Tours, and everything I do outside of work as well.

I highly recommend this book to business leaders and anyone looking for a little direction, meaning or inspiration in life.