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Simon Sinek's Optimism Company
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Simon Sinek's TED Talks​

Simon’s TED Talks have reached over 100 million people around the world. His first TED Talk on the concept of The Golden Circle launched an international movement to encourage people to start with WHY and feel more inspired, safe, and fulfilled.

His ideas have shaped an entirely new era of leadership that has been implemented by Fortune 500 companies, self-starters, and everyone in between. Simon’s thoughts on what it means to be a true leader, and the importance of understanding the WHY behind what we do inspired him to write his first book, Start with WHY, which expanded on his concept of The Golden Circle and dove deeper into why purpose is paramount. Start with WHY became a NYT and WSJ bestseller, having sold over 1 million copies in over 50 languages.

Simon’s TED Talks have reached over 100 million people around the world. His first TED Talk on the concept of The Golden Circle launched an international movement to encourage people to start with WHY and feel more inspired, safe, and fulfilled.

His ideas have shaped an entirely new era of leadership that has been implemented by Fortune 500 companies, self-starters, and everyone in between. Simon’s thoughts on what it means to be a true leader,  and the importance of understanding the WHY behind what we do inspired him to write his first book, Start with WHY, which expanded on his concept of The Golden Circle and dove deeper into why purpose is paramount. Start with WHY became a NYT and WSJ bestseller, having sold over 1 million copies in over 50 languages.

How great leaders inspire action, 2009

Simon gave his first TED Talk in 2009 at the TEDxPugetSound event in Seattle. His talk “How Great Leaders Inspire Action” has since been viewed over 60 million times on the TED website. This was the talk that rose to become the third most watched on TED.com.

In this talk, Simon shares his concept of The Golden Circle, which is the idea that both successful leaders and organizations start with WHY they do what they do, rather than what they do or how they do it.

Interested in bringing The Golden Circle to your team?

Contact our Experiences Team to book an unforgettable in-person or virtual event with one of Simon’s Master Trainers.

Why good leaders make you feel safe, 2014

In 2014, Simon delivered his second talk, called “Why Good Leaders Make You Feel Safe.” In this talk, Simon addressed what it means to be a leader who cares for those they are leading. He explains that to create a thriving work environment, leaders have to establish psychological safety, create a trusting work culture, and must be willing to put others in front of themselves. This talk has been viewed over 18 million times and inspired Simon to write his second book, Leaders Eat Last.

Interested in inspiring exceptional leadership within your company?

Contact our Experiences Team to book an unforgettable in-person or virtual event with one of Simon’s Master Trainers.

How to discover your WHY in difficult times, 2021

In 2021, Simon delivered a virtual talk that has had over 2 million views and is a direct response to looking at the concept of WHY through the lens of the COVID-19 pandemic. In this talk, Simon explores the ramifications that the pandemic has had on our sense of purpose. He touches on the need for psychological safety, why we need to keep connections with others strong, and the importance of keeping in touch with not only our own mental health, but the mental health of those we care about.

Want to bring this message of care and purpose to your team?

Contact our Experiences Team to book an unforgettable in-person or virtual event with one of Simon’s Master Trainers.

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

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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

Contact Sales

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.

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Curiosity is essential
                for progress.
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We fully agree, so we like to reward curiosity.
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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.