In Chapter 3 of 20 in his 2011 Capture Your Flag interview with host Erik Michielsen, author and leadership expert Simon Sinek loses his passion and rebounds by understanding his why, his purpose. Sinek references “Man’s Search for Meaning” author Viktor Frankl and the three means Frankl identified to find purpose: through a loving relationship, service, and suffering. Sinek came to understand his own why through suffering and reinvention of self. By clarifying his why, Sinek better understands what actions to take to live a more meaningful and fulfilled life. Simon Sinek is a trained ethnographer who applies his curiosity around why people do what they do to teach leaders and companies how to inspire people. He is the author of “Start With Why: How Great Leaders Inspire Everyone to Take Action”. Sinek holds a BA degree in cultural anthropology from Brandeis University.








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