Start with why: and answer with motivating language

Purpose The purpose of this conceptual paper is to increase the leadership and organizational effectiveness concepts presented by Simon Sinek in his 2009 book “Start with Why” by connecting them to Motivating Language Theory and presenting the integrated framework within a double-loop organizational and developmental learning model. Design/methodology/approach The approach of this conceptual paper is to link Sinek’s concepts WHY/HOW/WHAT with Motivating Language Theory’s constructs Meaning-Making Language/Empathetic Language/Direction-Giving Language to support deeper implementation as well as maximize implementation of WHY/HOW/WHAT through implementation of the higher-level variable Motivating Language. Additionally, this conceptual paper expands upon Sinek’s discussion of process and outcomes through the illustration of a double-loop organizational learning and development model that highlights data-driven decision-making, working from the inside-out organizational processes, and the connection between outcomes and reflection to improve organizational work. Findings The findings of this conceptual paper are motivating language theory can enhance and extend Sinek’s organizational and leadership assertions, and the creation of a double-loop organizational learning and development model provides greater clarity and insight to Sinek’s initial concepts presented in Start with Why. These findings provide practitioners greater tools and resources for implementation in the field as well as continue to provide scholars with an ongoing thread of connections and applications of Motivating Language Theory. Originality/value The originality of this conceptual paper builds off Sinek’s assertion that communication is vital to leaders and organizations by giving it context and specificity in the form of a well-established leadership and organizational communication theory.