This is a highly recommended TED Talk where Simon Sinek beautifully and eloquently explains how people don’t buy what you do, they buy why you do it. He uses the Why, What, How diagram to show how leading with the Why inspires people. Peppered with commercial examples of large American successes like Apple, or failures like Tivo, Sinek powerfully demonstrates the power of purpose and belief as leaders. His belief is that people don’t buy into something because of the product, or the person involved, they buy into it because the underlying belief matches their own. They buy for themselves, from the limbic brain that governs behaviour.
Highly recommended.