Start With Why

FORTUNE
, October 25,2006, http://money.cnn.com/ 
magazines/fortune/fortune_archive/2006/10/30/8391725/index.htm. 
204
 Sinegal believes in people first:
Alan B. Goldberg and Bill Ritter, "Costco CEO Finds 
Pro-Worker Means Profitability," ABC News, August 2, 2006, http:// 
abcnews.go.com/2020/business/story?id= 1362779.
204
Wall Street analysts criticized Costco's strategy of spending so much on their people: 
John Helyar, "The Only Company Wal-Mart Fears,"
 FORTUNE
, November 24, 
2003, 
http://money.cnn.com/magazines/fortune/fortune_archive/2003/11/24/ 
353755/index.htm. 
205
"
Wal-Mart has been working to improve its image and lighten its environmental 
impact for several years now":
Andrew C. Revkin, "Wal-Mart's New Sustain- 
ability Push," nytimes.com, October 23, 2008, http://dotearth.blogs.nytimes 
.com/tag/wal-mart/. 
206
 
"A
 lot of what goes on these days with high-flying companies":
Walton and Huey, 
Sam Walton. 
206
And to do it, he started by paying himself an annual salary of $5.43 million: 
http://finance.yahoo.com/q/pr?s=WMT.
 

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Index 
264 
Chapter 13: The Origins of a WHY
209
 
"The Apple gave an individual the power to do the same things as any company": 
Steve Wozniak, personal interview, November 2008.
 
210
the two Steves made something they called the Blue Box:
Nick Cantlay, "Biography: 
Stephen Wozniak," The Apple Museum, http://www.theapplemuseum 
.com/index.php?id=50. 
210
famed "1984" commercial that aired during the Super Bowl:
http://www 
.youtube.com/watch?v=OYecfV 3ubP8.
 
Chapter 14: The New Competition
222
But not Ben Comen:
Rick Reilly, "Worth the Wait,"
Sports Illustrated
, http:// 
sportsillustrated.cnn.com/2003/pr/subs/siexclusive/rick_reilly/10/13/ 
reilly1020/index.html _the_wait.htm.