The book starts with comparing the two main ways to influence human behaviour: manipulation and inspiration. Sinek argues that inspiration is the more powerful and sustainable of the two. The book primarily discusses the significance of leadership and purpose to succeed in life and business. Sinek highlights the importance of taking the risk and going against the status-quo to find solutions to global problems. He believes leadership holds the key to inspiring a nation to come together and advance a common interest to make a nation, or the planet, a more civilised place. He turns to Dr. Martin Luther King Jr, John F Kennedy, Steve Jobs and the entire Apple culture as examples of how a purpose can be created to inspire a culture together, away from the manipulative society we live in today.