"Why?" as the source of passion (especially interesting for non-fiction authors & businesspeople)

Whenever you take on a new project, it's a good idea to start with "why" rather than "what" or "how." Here's an interview with Simon Sinek, author of "Start With Why," from the Penguin website: It is preceded by a Penguin business books executive talking about how he chooses which books to publish. The audio is about nine minutes long.