Simon Sinek
Great leaders and successful companies share a simple secret that separates them from the rest. They inspire action and build deep loyalty by communicating their core purpose before explaining their products.
The Golden Circle starts with why, then how, then what, and effective leaders communicate in that order.
The human brain processes loyalty and trust in areas that respond to feelings and beliefs rather than logical facts.
Inspiring others requires sharing your core beliefs to attract employees and customers who share those values.