Simon Cenk, American thinker and lecturer specializing in studying and teaching human thinking patterns that help companies and leaders to inspire the masses. Sinek wrote several books that occupied the list of the best -selling in the United States and met with widespread public success in the world, sales of his book exceeded "Start with why" a million copies in the United States alone, and the book is a summary of its most popular lectures on the TEDX platform in two thousand and nine, in which he presented the principle of research About the purpose or "start with why?" For the first time, the principle that Sinek explains the ability of some people and institutions to inspire the masses and change the world.