The Locus of “Why”

The idea of leading with purpose isn’t new, but it became a cornerstone of modern business thinking in 2009 when Simon Sinek delivered his now-famous TED Talk, How Great Leaders Inspire Action. He argued that motivation flows in the order of why → how → what, and that communicating in this way can be transformative.

At the heart of this idea is a simple truth: people perform at their best when their work connects to a deeper sense of meaning. Great leaders understand this. They don’t impose their own agenda as the ultimate purpose. Instead, they help individuals uncover their own “why” within the broader mission. This shift changes everything—work becomes a shared endeavour rather than an obligation to be fulfilled. When we feel like we are working with a leader, not for one, engagement rises naturally. Creativity, focus, energy and productivity begin to flow from within, powered by intrinsic motivation.

Authoritarian leaders take the opposite approach. By making themselves the “why,” they disempower others and cast work as something done for them. This move strips people of both autonomy and ownership, reducing motivation to mere compliance. What follows is predictable: disengagement, lowered initiative, and a culture of doing the minimum required.

True leadership is not about standing at the centre of the story. It is about enabling others to find their own purpose in the work and aligning it with the collective mission. When people feel ownership of their “why,” they give not just their effort but their best selves. That is the mark of leadership that lasts.