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WHY Discovery Course

In this interactive course, we will help you discover and articulate your personal WHY — the purpose, cause, or belief that inspires everything you do.

   Watch Simon's Introduction Discover Your WHY

Pathway to Purpose

This interactive WHY Discovery Course uses Simon Sinek’s proven process, based in biology, to help you find clarity, meaning, and fulfillment. Through a series of videos, the co-authors of Find Your Why will guide you step-by-step to find your WHY and live in alignment with your purpose.

Discover Your WHY

The Golden Circle

Every person has a WHY.

Most of us live our lives by accident. Fulfillment comes when we live our lives on purpose. Knowing your WHY provides a filter through which you can make decisions, every day, to act with purpose.

The WHY is biological.

The concept of WHY is grounded in the biology of human decision making. The Golden Circle maps perfectly with how our brains work.

The outer section of the Golden Circle (WHAT) corresponds to the outer section of the brain (Neocortex) which is responsible for analytical thinking and language.

The middle two sections of the Golden Circle (WHY and HOW) correspond to the middle section of the brain (Limbic System) which is responsible for our behavior, decision-making and our feelings.

The part of our brain that controls our feelings has no capacity for language, which makes putting our feelings into words difficult. This course is designed to help you find words to express what truly inspires you.

The Golden Circle (left) and a diagram of the brain (right).

Course Overview


Meet Your Guides

Peter Docker

Peter retired from the Royal Air Force and wanted to continue a life of service. Since joining the Start With Why team in 2011, he has combined Simon's ideas with the work he was already doing to amplify its impact. Peter coauthored Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team.


David Mead

In 2009, David joined the Start With Why team to develop content to help Simon share ideas. Now he speaks and facilitates workshops all over the world to shift peopleʼs perceptions about leadership and culture. David coauthored Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team.


"When I waver in my thoughts and my mission for my startup business, I am always relieved reviewing one sentence that sums up my life from a personal and professional standpoint. The WHY Discovery Course has helped me stand with a sturdy foundation and navigate the real world at a young age."

— Bryan Wish
Founder, Wish Dish

"This course transformed my life! Discovering my Why was like a magic compass that points me to my True North every day. As a Success Coach, it’s a joy helping others discover their Why to find their purpose and fulfillment in life and help them achieve it!"

— Renee Gray
Founder and Success Coach, Dare to Dream

"Knowing my WHY helps me make choices based on my gut feeling and trusting that things will work out. I noticed that by sharing my WHY I connect with people on a deeper level and people started to contact me not because of What I do, but Why I do the things I do."

— Benno Bos
Designer, The Joy of Working

When you find something you love,
you share it with people you love.


Once you complete the course, we'll let you choose between $50 or the ability to help fund your friend's WHY Discovery.

  • Access for You
  • If you'd like to discover your personal WHY.
  • Identify what truly inspires you.
  • Create your personal WHY Statement in language that inspires.
  • Learn how to think and act with purpose.
  • Group License
    Access for you and
  • If you'd like to help others discover their WHY.
  • Access to the course to discover your WHY.
  • Track the progress of your participant(s) throughout the course.
  • To enroll a group of more than 10 people please contact us.

To salute those who serve others, active US military and US veterans can access this course for a $25 admin fee. Learn more

Frequently Asked Questions


Who is this course designed for?
This course is for individuals to discover their personal WHY. It is not designed to help an organization discover their overarching WHY. However, this course may be a valuable tool to help you articulate the WHY of your organization if you are the founder or visionary. Your personal WHY is directly linked to WHY of your organization. Your organization is one of the things you've created to bring your WHY to life. If you're interested in a facilitated WHY Discovery Session for your team or organization, please contact us.
How much time will I need to commit to this course?
Every minute of the videos are packed with information, so the total duration of the videos isn't an accurate indicator of how long the course may take you to complete. Adding your stories, collaborating with your partner, drafting versions of your WHY Statement and re-watching videos to absorb all of the information will add up to a duration that is unique to you. On average it takes about 7 hours to complete. But remember, this course is designed to be taken at your own pace.
How long do I have access to this course and how does Fund a Friend work?
We created the Fund a Friend program to encourage people to share the WHY with those they wish to inspire. Everyone will have access to the course for 12 months. When you complete the course, you can either choose to redeem $50 or use it to fund a friend’s WHY Discovery. This applies only to those who:
  • Purchase the course at full price ($150)
  • Complete the course within 12 months
Do I need a partner to discover my WHY?
Yes. Your partner’s perspective will help you identify the patterns that inform your WHY. We recommend that you schedule 3 uninterrupted hours with them to complete Part 2 of the course. If getting together with your partner in-person is not possible, video or phone calls can work too.
Why would my employer pay for me to take this course?
Your WHY applies directly to everything you do — including what you're working on. By discovering your WHY, you'll be better able to make meaningful decisions and identify the conditions that put you at your natural best. In addition, this course is designed to adapt to your schedule so that you can participate when it works best for you.