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Start with Why  
Simon Sinek
Stop and ask Why, before working on How and What!
 
 
Most people and most companies tend to focus on WHAT they do, but humans don't respond much to WHAT. We do respond to WHY! The WHY of Apple inspired millions ('challenge the status quo, and make technology beautiful'). The "Why" of Martin Luther King changed a nation. We don't look back on the HOW and the WHAT of the civil rights movement, but we all respond to the message, the WHY. Sinek suggests we start with WHY and constantly communicate that message. So, what is your WHY?