Simon Sinek is a British-born, New York City-based business executive and author that has leveraged his understanding of human motivation to explain how organizations can learn from a universal set of principles. He argues that the most successful companies in the world have been able to achieve international success by doing so. Simon's book, "Start With Why," has been translated into more than 20 languages and has been the subject of over 100,000 blog posts, tweets, and other social media mentions. In his book, Simon explains that people follow others in droves when they have a strong sense of purpose. To create a powerful sense of purpose, Simon suggests you explore your company's true North Star. "True North Star" is the guiding light in the darkness that helps you chart a course towards a future that is in keeping with your values and long-term vision. It doesn't provide answers for everything, but it gives someone the confidence they need to make decisions without fear. In this book, Simon helps you uncover your company’s true North Star by asking three questions: What do you make? Who do you make it for? And what do you want? By providing a simple structure to answer these questions, he helps companies find their true North Star and focus all their energies on achieving it.