"Matthew Vaughn phoned me up and he said, "Hey, listen, the movie has just done gangbusters. We've got to do the second one." And I was like, "Matthew, I have no second book. Dave and I haven't done it," and he's like, "You're kidding!" He said, "This movie's just made $420 million!" I was like, "...We've got nothing." So the amazing thing was, because we own the rights, we still get paid and everything, which is fantastic."

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The concept of why is already in the vernacular. It is now a noun. "That company doesn't know their why." "They need to learn their why." "That politician needs to understand his why." We talk about it as a noun. That never existed prior to 2009. That never existed prior to 2006 when I first started articulating it. This is the most amazing thing to me. It has now become a concept. It's part of the way we think about businesses and transactions and decisions.

— Simon Sinek