Start with Why by Simon Sinek is a self-help book for business leaders seeking ways of gaining authenticity through a focus on their purpose.
Most companies rely on manipulations to attract customers and employees; they use short-term motivators that do not inspire or encourage loyalty. Customers who are not inspired will stop buying the product as soon as the company cannot keep up the manipulative strategies, and employees are less motivated and less productive when they are not inspired.
Instead of strategies based on keeping up with competitors and metrics meant to determine the company's basic productivity, companies should form strategies that advance its purpose, or its "why" and find metrics that measure "how" the company advances that "why". Only with a firm idea of why the company does its work and how it intends to fulfill that purpose can employees then decide what to do at work.
Please note: This is key takeaways and analysis of the book and not the original book.