Business Is ALWAYS Human | Simon Sinek

31 Aug 2026 · 1 min

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In this segment, Simon Sinek reiterates his long‑standing message that business is fundamentally human. He links his "Start With Why" framework to how people think, act, and communicate, warning that technologists often become enamored with new tools—especially AI—and forget the human element. He places AI in the historical context of past disruptive technologies like electricity, fax, telex, and email, noting that each caused uncertainty and stress but ultimately served human needs. The core takeaway is that despite technological upheaval, work, sales, and communication remain human‑to‑human interactions.

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The message that I've been spreading for all these years is a reminder of humanity. And remember, Start With Why is fundamentally about how people think, act, and communicate. It happens every single time technologists forget about the people because they become enamored with the technology. The conversation about AI now, it's an amazing technology. It's remarkable. We're not 100% sure where it's going to land, like every technology. You talked about electricity. You know, you could say the same thing about The fax machine, the telex machine, the, you know, email, they were all disruptive in their own way. Obviously, this is a much bigger disruption. There's a lot of uncertainty, which causes a lot of stress. But at the end of the day, we are human beings who work with human beings who sell to human beings.