Start with Why – Simon Sinek – Ted Talks 

Simon shares his view that if you want to lead people, inspire people, create brand loyalty or just be successful in a presentation, you have to start with answering why they should care about why you are in business. Leaders, individuals and companies get lost in explaining what they do or what they want you to do and the how to do it—mistakenly believing that will get the results they want. His insight comes from realising that success across many domains has a common thread—a focus on why and not what or how.

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