“Start with Why” by Simon Sinek: My Reflections by Amal Sanderatne

WHY do you do what you do? It’s an important question that many struggle to find the answer for. In the words of Simon Sinek – “People don’t buy WHAT you do, they buy WHY you do it.”

This week, we return to our blog, to share our CEO, Amal Sanderatne’s thoughts on Frontier’s WHY:


“People don’t buy WHAT you do, they buy WHY you do it.” – Simon Sinek

Inspired by these words I’ve been trying to improve Frontier’s purpose statement in relation to it, to incorporate WHY Frontier exists, but found it quite difficult to pin down one clear reason.

Then, I read the book. Though it was badly written and very repetitive it was only after reading the book, with its specific examples that I understood the reason why articulating it was so hard and in fact that it is not important to “directly” put it into a grand “purpose statement”.

The real message for me is the importance of communicating your “WHY” in different ways as opposed just having it written in a document, giving it primacy in your communication and with that taking the actions (the HOW’s) needed to realize the “WHY”.

In a small segment of the book, he talks about where this fits in a public declaration “The vision is the public statement of the founder’s intent, WHY the company exists. It is literally the vision of a future that does not yet exist. The mission statement is a description of the route, the guiding principles—HOW the company intends to create that future.”

Thus for me, what I could try to say is I that I believe in the primary value of time as our most precious and finite resource. Therefore, I believe that anyone dealing with me or Frontier should be making the best use of their time. And we must strive to ensure that this belief is reflected in our HOWs (the way we do things) and that this is communicated properly to all stakeholders.


Next week, we’ll go over, in more detail, some of Amal’s thoughts on Simon’s book ‘Start with why’.

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