西蒙·斯涅克用一个简单但是震撼的模型来阐释激励人心的领袖力，这个模型的核心是一个“黄金”圆圈，意思是领袖素质的根本来源是回答“为什么？”。他列举了苹果公司、马丁•路德•金还有莱特兄弟成功的例子，同时以蒂沃（Tivo）数码录像机为失败的典型。虽然蒂沃最近打赢一场官司，使得其股价上涨了 3倍，但是它仍在挣扎中。

西蒙·斯涅克：伟大的领袖如何激励行动

Great leaders and organizations ignite action by communicating from the inside out, focusing first on why they exist. Instead of just describing features, they share a cause or belief, which powerfully attracts those who resonate with their purpose. When 250,000 people gathered to hear a speech in Washington without invitations or websites, it was shared belief—not information—that moved them. True loyalty and innovation arise when people connect to purpose, not just products or results.