Guest reviewers choice

Quentin Kopp –Start with why: how great leaders inspire everyone to take action, Simon Sinek "

It is a fundamental to be able to communicate effectively to be a good leader at any level. Simon Sinek's work in this book and his subsequent one on Leadership, which supports it "Leaders Eat Last", strike at the heart of what great communicators do.
In "Start with Why" Sinek analyses the content of the marketing communications of a number of companies, including Apple, in order to understand which are compelling. There are few brands like Apple whose customers are so committed to advocating their products. How has this happened?

It has happened because Apple and other effective communicators have not followed the normal sequence. Normally people communicate important things  "What" then "How" and finally "Why". They have used the order Why?:How?:What? 
 Why do you get out of bed in the morning, what drives you to do what you do; why should your stakeholders care? How can you say this with impact?

After doing further research he found this common critical thread in the way other key people, for example Martin Luther King spoke . A normal computer company says "We make great computers. They're beautifully designed, simple to use and user friendly.". Would you be inspired? So what did Sinek discover that was different with Apple's message?  "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?". 

To speak in a compelling way, when it really matters , I recommend learning from Sinek, Martin Luther King and Apple.
Quentin Kopp worked in HR leadership roles in large engineering businesses before joining what became the Clothing Division of Coats Viyella when it was a FTSE 100 company. After 10 years as an HR Director he was made MD of a number of large subsidiaries where he built teams who delivered great results for their customers, and grew in consequence.


Quentin Kopp - Biography

For the last 16 years he has run AQK Change Management working with a wide range of businesses from start ups and SME's to major international businesses including NSK, BG Group and Novartis in locations as far apart as Rio and Kazakhstan. In addition I have been closely associated with WMG the Engineering Management faculty at Warwick University including lecturing on their Masters programme on Leadership and Change Management and I now supervise Masters Students in their project dissertations on these subjects and entrepreneurialism.  

Quentin can be contacted via


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