Start With Why, by Simon Sinek, is a book in which the author explains how to inspire with ideas. The golden circle, the celery test, and the split test are three ideas that Sinek talks about regarding how to get people to follow one's idea. Sinek's argument is that people will believe in one's idea if they are given a reason to. He references why people buy Apple products and fly on Southwest Airlines as examples of his theory.
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