Something you should know about the LIFEAID team is that we are big readers. Maybe it's because our Co-Founder, Aaron is always sharing wisdom from the latest business book he's reading or because the team is stacked with a bunch of over-achievers, either way, we want to invite you to join us on our quest for knowledge.

To kick off the year, the first book on our list is "Start with Why" by Simon Sinek.

In this book, Sinek dives into why brands like Apple are so powerful and continuing to build momentum every day. It's not about the product they produce at all, because at the end of the day, brands like Apple aren't actually selling computers. Whether you are building your personal brand or starting a business, he challenges readers to think deeply, tapping into the intention around the brand rather than the actual product. It's about approaching business the opposite way as everyone else and that all begins with asking the simple question of WHY?

There is a reason why Simon Sinek's 2009 TED Talk around the book is the third most viewed of all time. If you're ready to get fired up and kick off the year with inspiration, this is an excellent place to start. Hope you're prepared for a page-turner!

You can get "Start with Why" online through Bookshop Santa Cruz, our local bookstore.