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Simon Sinek's Optimism Company
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Simon’s Books

Start with WHY

This book is about how articulating your purpose can inspire you and those around you. Organizations and leaders that start with their purpose, or “why,” are more successful and have a greater impact than those that don’t.
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Leaders Eat Last

Leaders and organizations who prioritize the well-being of their employees are more successful. Explore the science behind why some teams come together while others fall apart, and how leaders can create a culture of trust, cooperation, and collaboration.
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The Infinite Game

Leaders who embrace an infinite mindset build stronger, more innovative, more inspiring organizations. Learn how to lead with confidence and thrive in an ever-changing world.
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Find Your WHY

Simon started a movement to inspire people to do the things that inspire them. Co-written along with David Mead and Peter Docker, this book is a practical guide to help readers discover their WHY and bring it to life.
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Together is Better

This book was designed to be given as a gift to someone you want to inspire, or to say thank you to someone who inspires you. This story will remind you to ask for help, and help others discover their own courage through a charming fable about change.
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FAQs

Pretty great actually—thanks so much for asking! We hope you’re having a great day as well.

Simon wrote his books to serve as the foundation for building the Help Others Industry. Inspired by his viral TED Talk, his first book Start with WHY (2009) sparked a global movement to encourage readers to live with greater purpose. Simon then wrote Leaders Eat Last (2013) and The Infinite Game (2017) to transform how we approach leadership and business. All three books are New York Times and Wall Street Journal bestsellers. 

His book Find Your WHY (2017) is a practical guidebook companion to Start with WHY. He also wrote Together is Better (2016), a heartwarming, original fable richly illustrated by Ethan Aldridge to inspire readers of all ages.

We know everyone has their own journey, but we always suggest starting with WHY. If you want to read Simon’s works in chronological order, it would be: Start with WHY, Leaders Eat Last, Together is Better, Find Your WHY, and finally The Infinite Game.

All of Simon’s books have lessons within them that will help you become a better leader. In regards to leadership skills development, we suggest starting with Leaders Eat Last and The Infinite Game.

If you are reading to find your own WHY, read Start with WHY first. If you are looking to find your team’s purpose in your company, read Find Your WHY.

Simon has partnered with Penguin Publishing to create Optimism Press, which has published several books that he considers particularly exceptional. You can find all of the books published with Optimism Press HERE.

GREAT Question! Simon has created a series of leadership development courses called The Optimism Team-Building Program. Each course centers around a book hand picked by Simon and provides videos, discussion questions, games, and a facilitator’s guide to create a great learning experience.The best part is this works for all teams: in-person, remote, or hybrid. To explore our selection of courses, click HERE.

Certified WHY Coach Program Framework

Learn the exact process Simon Sinek uses to help people discover their WHY and guide them to inspire others.

What You’ll Learn

By the end of the program, you’ll be able to:

  • Explain The Golden Circle and its components — WHY, HOWs, and WHATs
  • Guide someone through a WHY Discovery process that leads to a resonant WHY statement and actionable HOWs
  • Help people use their Golden Circle to make better decisions and create positive change in their careers and lives

You’ll also develop essential human skills you can use every day:

  • Building trust
  • Listening to understand
  • Asking better questions
  • Handling emotional conversations with care

How You’ll Learn

The program includes four structured units combining independent learning, live training, and practice:

Day 1 – The Foundation

  • Get to know The Golden Circle 
  • Find out what it means to bring a Golden Circle to life
  • Learn what a WHY Discovery is, how it works, and what the benefits are

Day 2 – The Human Skills

  • Hone the human skills to guide someone through a WHY Discovery:
    • Creating psychological safety
    • Asking effective questions
    • Engaging in active listening

Day 3 – The Process in Practice

  • Learn notetaking strategies that will help you facilitate a WHY Discovery session
  • Develop the analytic and collaborative skills you need to help someone identify and articulate their WHY and HOWs

Day 4 – The Golden Circle in Action

  • Apply everything you’ve learned to facilitate a full WHY Discovery
  • Learn how to wrap up a session
  • Prepare for your next steps to becoming a Certified WHY Coach

Program Details

Format: 4 live classes + independent learning + group practice

Duration: ~ 8-10  hours per unit (including independent learning and live classes) plus ~5 hours to complete the final exam

Certification Requirements:

  • Complete independent work
  • Attend and participate in all live sessions 
  • Pass a final exam and performance assessment

Your Support Team

  • Regular updates and reminders
  • Opportunities to ask questions
  • Personalized feedback from master trainers
  • Ongoing support through your final evaluation

Program and Participation Terms and Conditions

Our mission is to create a supportive learning environment where we grow together to help others. By joining, you agree to show up in service to one another.

Professional Expectations

  • Attend and participate in ALL live classes in their entirety.
  • Complete ALL assigned online coursework.
  • Must be fluent in English.
  • Show up to live classes, community spaces, and group work with respect, kindness, and gratitude.
  • Support your fellow participants with a service mindset.
  • Keep all personal stories shared during the WHY Discovery process confidential.
  • Approach the WHY Discovery journey with empathy, integrity, and care for those you serve.

Participant Cancellation and Transfer Policy

  • Cancel up to 10 days before your cohort start date: Full refund.
  • Cancel less than 10 days before: We’re unable to offer a refund at this stage.
  • Transfer up to 7 days before: You may transfer your spot to another participant for a $200 (USD) fee.

Recording and Photography

  • Participants may not record or screenshot sessions.
  • The Company will record sessions and make them available internally for 30 days.
  • By joining, you understand you may appear on screen and agree that recordings and photos may be used by the Company for program or marketing purposes.

If you prefer not to be included, please contact the team before the first session at [email protected].

Unleash Your Infinite Mindset

Quantity: 1 quantity = 1 team of up to 20 participants

Teams 20+

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For teams of 20+ contact us

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Teams of up to 20

Purchase: $999

Unleash Your Infinite Mindset

Bundle & Save: $1,198 SAVE $800

Buy Unleash Your Infinite Mindset and The Art of Building Fiercely Loyal Customers together for only $1,198.

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The Art of Creating Fiercely Loyal Customers

Quantity: 1 quantity = 1 team of up to 20 participants

Teams 20+

Contact Sales

For teams of 20+ contact us

Contact Sales

Teams of up to 20

Purchase: $999

The Art of Creating Fiercely Loyal Customers

Bundle & Save: $1,198 SAVE $800

Buy Unleash Your Infinite Mindset and The Art of Building Fiercely Loyal Customers together for only $1,198.

Add to Cart
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Curiosity is essential
                for progress.
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We fully agree, so we like to reward curiosity.
Use code GETCURIOUS for 20% off your next purchase.

A spark is something quite small and, by itself, not very powerful. But a spark has the ability to ignite. An idea is like a spark; alone it is just a set of words, but it too can ignite. A great idea can inspire others to dream bigger. Let us all work together to ignite something greater than ourselves.

Let us all be a Spark of Optimism.