In 2009, Simon Sinek delivered a Ted Talk at TEDx Puget Sound entitled “Start with Why.” This talk, which brought Sinek from a successful leadership author to global acclaim, has now been viewed over 46,000,000 times. Sinek’s talk was a simple yet eloquent articulation of one of the biggest challenges that affects companies today — the dissonance that exists between what companies do, how companies do it, and WHY companies do what they do. Most famously, Sinek is quoted, “People don’t buy what you do or how you do it, they buy WHY you do it.
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