Start With Why! SOB: Son of a Bos'n Posted on January 23, 2013 by BobJanuary 23, 2013 Step One; Watch this TED video. Step Two; Ask your self; “Why do I do what I do?” Step Three; Visit the Start With Why web site. Step Four; Profit!!! This could radically change your life for the better, if not revolutionize your company.