Truly awesome Ted Talk. Simon Sinek outlines his “Golden Circle” thesis of behavior… basically he answers the question: how do leaders inspire action and why are some leaders better than others?

People don’t buy what you do, they buy why you do it.

It’s become legendary and I try to watch it a few times a year to remind myself to stay focused on the “why”.  That’s what motivates human behavior and, ultimately, drives consumer choice.  Sinek, the Golden Circle, and this video are among the most watched Ted Talks of all-time and for good reason.  If you have not yet checked it out, please do:

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