(2017) Imagine a world where almost everyone wakes up inspired to go to work. This is not a crazy, idealised notion. In many successful organisations, great leaders are creating environments in which teams trust each other so deeply that they would put their lives on the line for each other. Yet other teams, no matter what incentives were offered, are doomed to infighting, fragmentation and failure. Why? Today’s workplaces tend to be full of cynicism, paranoia and self-interest. But the best organisations foster trust and cooperation because their leaders build what Sinek calls a Circle of Safety. It separates the security inside the team from the challenges outside. Everyone feels they belong and all energies are devoted to facing the common enemy and seizing big opportunities. As in Start with Why, Sinek illustrates his ideas with fascinating true stories, from the military to manufacturing, from government to investment banking. He shows that leaders who are willing to eat last are rewarded with deeply loyal colleagues who will stop at nothing to advance their vision. It’s amazing how well it works. ‘As refreshingly simple and easy to follow as it is thought-provoking’ Management Today Simon Sinek is the bestselling author of Start with Why, Leaders Eat Last and Together is Better which have helped organizations around the world inspire their people to reach new heights. He has presented his ideas to Fortune 100 companies and small startups; to non-profit organizations and members of Congress; to foreign ambassadors and the highest levels of the US military, among many others. His TED Talk based on Start with Why is the third most popular video of all time on TED.com, with more than 33 million views.