Start With Why

The 
Starfish and the Spider
by Ori Brafman and Rod Beckstrom, 
First, 
Break All the Rules
by Marcus Buckingham,
Good to Great
by Jim 
Collins,
 The 7 Habits of Highly Effective People
by Stephen Covey,
 The 
4-Hour Workweek
by Tim Ferriss,
 Never Eat Alone
by Keith Ferrazzi,
 
E-Myth
by Michael Gerber,
The Tipping Point
and 
Outliers
by 
Malcolm Gladwell,
 Chaos
by James Gleick,
 Emotional Intelligence
by 
Daniel Goleman,
 Made to Stick
by Chip and Dan Heath,
 Who Moved 
My Cheese?
by Spencer Johnson, M.D.,
The Monk and the Riddle
by 

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Acknowledgments 
255 
Randy Komisar,
 The Five Dysfunctions of a Team
by Patrick Lencioni,
 
Freakanomics
by Steven D. Levitt and Stephen J. Dubner,
FISH!
By 
Stephen Lundin, Harry Paul, John Christensen and Ken Blanchard,
 
The Naked Brain
by Richard Restack,
 Authentic Happiness
by Martin 
Seligman,
The Wisdom of Crowds
by James Surowiecki,
The Black 
Swan
by Nicholas Taleb, 
American Mania
by Peter Whybrow, M.D., 
and the single most important book everyone should read, the book 
that teaches us that we cannot control the circumstances around us, 
all we can control is our attitude—
Man's Search for Meaningbj
Viktor 
Frankel.
I want to especially thank all those people who have joined this 
cause and actively work to inspire those around you. I am grateful 
for all the e-mails and notes you send me, I save them all as a re-
minder that it takes lots and lots of people, standing shoulder to 
shoulder, to have a real impact.
And finally, to all those who read this book and pass it on to 
someone you believe it will inspire, thank you. I know that if 
enough of us learn about the existence of the WHY and work hard 
to start everything we do with WHY, we can and will change the 
world.

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256 

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257 
NOTES
 
Chapter 1: Assume You Know
14 
 In the United States, a line worker would take a rubber mallet and tap the edges of the 
door.
Norman Bodek, "What is Muda?"
Manufacturing Engineering,
July 2006, 
http://www.sme.org/cgi-bin/find-articles.pl?&ME06ART40&ME&2006 
0709&SME.
 
Chapter 2: Carrots and Sticks
19 
 By 2007, Toyota's share had climbed to 16.3 percent:
Tom Krisher, "GM, Toyota in 
virtual tie on 2007 sales,"
USA Today
, January 23,2008, http://www.usatoday 
.com/money/topstories/2008-01 -23-434472425_x.htm.
19
In 2007, GM lost $729per vehicle
: Oliver Wyman's Harbour Report 2008, http:// 
www.oliverwyman.com/content_images/OW_EN_Automotive_Press_2008_ 
HarbourReport08.pdf. 
20
nearly 40 percent of those customers never get the lower price
: Brian Grow, "The 
Great Rebate Runaround,"
BusinessWeek
, November 23, 2005, http://www 
.businessweek.eom/bwdaily/dnflash/nov2005/nf20051123_4158_db016.htm. 
22

"Quitting smoking is the easiest thing I've ever done":
American Cancer Society 
Guide to Quitting Smoking, http://www.cancer.org/docroot/PED/content/ 
PED_10_13X_Guide_for_Quitting_Smoking.asp.
24