Simon Sinek - Start With Why
People don't buy what you do, they buy why you do it.
Every single organization on the planet knows WHAT they do, some know HOW they do it, but very few know WHY they do what they do.
WHY = Your organizations purpose, cause, or belief. Why do you exist?
The goal is not to do business with everybody that needs what you have; the goal is to do business with people who believe what you believe.








