In Chapter 2 of 16 of his 2009 Capture Your Flag interview with host Erik Michielsen, author Simon Sinek talks about his career transition from marketing consultant to author and inspirational speaker. It began by asking "Why Do People Do the Things They Do?". Sinek's direction then evolved beyond anthropology and marketing consulting into behavioral science - studying the brain, namely the Neo-Cortex and Limbic Brain. This inspires him to a decision framework called "The Golden Circle" that shapes his transition into writing, blogging, and, ultimately, authoring his first book , "Start With Why". Simon Sinek is a trained ethnographer who applies his curiosity around why people do what they do to teach leaders and companies how to inspire people. He is the author of "Start With Why: How Great Leaders Inspire Everyone to Take Action". Sinek holds a BA degree in cultural anthropology from Brandeis University.