Instructor Spotlight: Joseph Kim

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We believe the best way to build this world is to commit to building it together, and we’re so grateful for the contributions of our instructors. Without them, we wouldn’t be able to accomplish what we do.

If you’re interested in learning more about us, we’d like to introduce you to Joseph Kim—one of Simon’s Master Trainers!

Simon’s Master Trainers are instructors who specialize in presenting and teaching Simon’s content: Check out our live online classes like Start with WHY, Leaders Eat Last, Leading with an Infinite Mindset, and more. Or, to book them as a speaker for your next event, contact our Experiences Team.

Joseph Kim is passionate about empowering the next generation and believes that tomorrow can be better than today.  He has served as a communication and leadership keynote speaker, trainer, and facilitator for various organizations. Joseph is an alum of Harvard Business School and has a PhD in philosophy from Arizona State University. In his free time, he enjoys riding his motorcycle, playing electric guitar, and training Brazilian jiu-jitsu with his sons.

Read on to learn more about Joe!

How are you today?

Doing great!

What was it that moved you to your line of work?

I wanted to join the movement of inspiration! As I was inspired by the work of Simon and his team, I wanted to join my worthy rival Simon and work to inspire others as he had inspired me.

What do you specialize in?

I specialize in all of Simon’s content that we offer (Start with WHY series, Leaders Eat Last, and The Infinite Game). Before that I was a professor of business communication, with a research specialty in non-verbal communication.

What is one thing from your teachings that you wish everybody would learn/know?

That the choices we make now can impact not only our own future but impact the next generation. It’s amazing how one moment of inspiration can impact the trajectory of someone’s future. I remember when I first heard Simon’s Start with WHY talk on YouTube many years ago, and here I am today.

What is your favorite saying/bit of advice?

There is an ancient saying that says, “We have this treasure in jars of clay.” I love this so much! It shows that there is so much power and value in ordinary things in our lives, and though it may look ordinary we can uncover it to reveal something much much more. I feel like this is true of finding your why or other things we do. It seems so ordinary, but once we find our WHY and can articulate it, we find that everything we do changes.

What is something that will always brighten your day?

Guacamole. I live in Seoul and it’s not easy to make guacamole. I know just a few good places that offer good guacamole in Seoul and everyone is happier once they’ve had good guacamole.

Is there anywhere else we can follow you?

Yes you can find me on LinkedIn here:

How are you today?

Doing great!

What was it that moved you to your line of work?

I wanted to join the movement of inspiration! As I was inspired by the work of Simon and his team, I wanted to join my worthy rival Simon and work to inspire others as he had inspired me.

What do you specialize in?

I specialize in all of Simon’s content that we offer. (Start with WHY series, Leaders Eat Last, and The Infinite Game.) Before that, I was a professor of business communication, with a research specialty in non-verbal communication.

What is one thing from your teachings that you wish everybody would learn/know?

That the choices we make now can impact not only our own future but impact the next generation. It’s amazing how one moment of inspiration can impact the trajectory of someone’s future. I remember when I first heard Simon’s Start with Why talk on youtube many years ago, and here I am today.

What is your favorite saying/bit of advice?

There is an ancient saying that says “we have this treasure in jars of clay.” I love this so much! It shows that there is so much power and value in ordinary things in our lives, and though it may look ordinary we can uncover it to reveal something much much more. I feel like this is true of finding your why or other things we do. It seems so ordinary, but once we find our why and can articulate it we find that everything we do changes.

What is something that will always brighten your day?

Guacamole. I live in Seoul and it’s not easy to make guacamole. I know just a few good places that offer good guacamole in Seoul and everyone is happier once they’ve had good guacamole.

Is there anywhere else we can follow you?

Yes, you can find me on LinkedIn here.

If you have a story about someone you know inspiring people to help others or how Simon’s work has inspired you, send it to us at [email protected], and we might share it here!

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The Optimism Library

Certified WHY Coach Program Framework

Learn the exact process Simon Sinek uses to help people discover their WHY and guide them to inspire others.

What You’ll Learn

By the end of the program, you’ll be able to:

  • Explain The Golden Circle and its components — WHY, HOWs, and WHATs
  • Guide someone through a WHY Discovery process that leads to a resonant WHY statement and actionable HOWs
  • Help people use their Golden Circle to make better decisions and create positive change in their careers and lives

You’ll also develop essential human skills you can use every day:

  • Building trust
  • Listening to understand
  • Asking better questions
  • Handling emotional conversations with care

How You’ll Learn

The program includes four structured units combining independent learning, live training, and practice:

Day 1 – The Foundation

  • Get to know The Golden Circle 
  • Find out what it means to bring a Golden Circle to life
  • Learn what a WHY Discovery is, how it works, and what the benefits are

Day 2 – The Human Skills

  • Hone the human skills to guide someone through a WHY Discovery:
    • Creating psychological safety
    • Asking effective questions
    • Engaging in active listening

Day 3 – The Process in Practice

  • Learn notetaking strategies that will help you facilitate a WHY Discovery session
  • Develop the analytic and collaborative skills you need to help someone identify and articulate their WHY and HOWs

Day 4 – The Golden Circle in Action

  • Apply everything you’ve learned to facilitate a full WHY Discovery
  • Learn how to wrap up a session
  • Prepare for your next steps to becoming a Certified WHY Coach

Program Details

Format: 4 live classes + independent learning + group practice

Duration: ~ 8-10  hours per unit (including independent learning and live classes) plus ~5 hours to complete the final exam

Certification Requirements:

  • Complete independent work
  • Attend and participate in all live sessions 
  • Pass a final exam and performance assessment

Your Support Team

  • Regular updates and reminders
  • Opportunities to ask questions
  • Personalized feedback from master trainers
  • Ongoing support through your final evaluation

Program and Participation Terms and Conditions

Our mission is to create a supportive learning environment where we grow together to help others. By joining, you agree to show up in service to one another.

Professional Expectations

  • Attend and participate in ALL live classes in their entirety.
  • Complete ALL assigned online coursework.
  • Must be fluent in English.
  • Show up to live classes, community spaces, and group work with respect, kindness, and gratitude.
  • Support your fellow participants with a service mindset.
  • Keep all personal stories shared during the WHY Discovery process confidential.
  • Approach the WHY Discovery journey with empathy, integrity, and care for those you serve.

Participant Cancellation and Transfer Policy

  • Cancel up to 10 days before your cohort start date: Full refund.
  • Cancel less than 10 days before: We’re unable to offer a refund at this stage.
  • Transfer up to 7 days before: You may transfer your spot to another participant for a $200 (USD) fee.

Recording and Photography

  • Participants may not record or screenshot sessions.
  • The Company will record sessions and make them available internally for 30 days.
  • By joining, you understand you may appear on screen and agree that recordings and photos may be used by the Company for program or marketing purposes.

If you prefer not to be included, please contact the team before the first session at [email protected].

Unleash Your Infinite Mindset

Quantity: 1 quantity = 1 team of up to 20 participants

Teams 20+

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Purchase: $999

Unleash Your Infinite Mindset

Bundle & Save: $1,198 SAVE $800

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The Art of Creating Fiercely Loyal Customers

Quantity: 1 quantity = 1 team of up to 20 participants

Teams 20+

Contact Sales

For teams of 20+ contact us

Teams of up to 20

Purchase: $999

The Art of Creating Fiercely Loyal Customers

Bundle & Save: $1,198 SAVE $800

Buy Unleash Your Infinite Mindset and The Art of Building Fiercely Loyal Customers together for only $1,198.

Curiosity is essential
                for progress.
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Use code GETCURIOUS for 20% off your next purchase.

A spark is something quite small and, by itself, not very powerful. But a spark has the ability to ignite. An idea is like a spark; alone it is just a set of words, but it too can ignite. A great idea can inspire others to dream bigger. Let us all work together to ignite something greater than ourselves.

Let us all be a Spark of Optimism.