In this part, Sinek claims that we’re living in a society of addicts. While addictions involving alcohol and cigarettes are more obvious from a biological perspective, he argues that we’re specifically linked to the dopamine release that comes with performance. This addiction is exacerbated by corporate incentive programs that reinforce the idea that our individual accomplishments are a stronger metric than our ability to work well within a team.

Sinek contrasts Boomers with Millennials, two generations that often clash in the modern workplace. While Boomers were motivated by individual accomplishment and success, Millennials are drawn to affirmation by means of social media as “the dopamine hit we get from the bing, buzz, flash or beep of our phones feels good” (258). Sinek expresses concern for Millennials, worried that digital addiction will ultimately undermine their ability to connect with others on a deeper level. In order for this group to navigate the workplace, they need to embrace “face-to-face human interaction that leads to real connection and meaningful relationships” (271).