In Chapter 15 of 16 in his 2009 Capture Your Flag interview with host Erik Michielsen, "Start With Why" author Simon Sinek elaborates on the purpose discovery process on why we do what we do is built around past success patterns, themes, and motivations. Simon Sinek is a trained ethnographer who applies his curiosity around why people do what they do to teach leaders and companies how to inspire people. He is the author of "Start With Why: How Great Leaders Inspire Everyone to Take Action". Sinek holds a BA degree in cultural anthropology from Brandeis University.