And you can’t have a good product without people who like coming to work. It just can’t be done,” he recounts.

What authenticity means is that your Golden Circle is in balance. It means that everything you say and everything you do you actually believe.

When you start with WHY, those who believe what you believe are drawn to you for very personal reasons. It is those who share your values and beliefs, not the quality of your products, that will cause the system to tip. Your role in the process is to be crystal clear about what purpose, cause or belief you exist to champion, and to show how your

Energy motivates but charisma inspires. Energy is easy to see, easy to measure and easy to copy. Charisma is hard to define, near impossible to measure and too elusive to copy. All great leaders have charisma because all great leaders have clarity of WHY; an undying belief in a purpose or cause bigger than themselves.

electronics—no longer serves as the reason to buy, they serve as the tangible proof of their cause.

When we communicate from the outside in, when we communicate WHAT we do first, we address the neocortex. And yes, people can understand vast amounts of complicated information, like facts and features, but that isn’t what drives behavior. In contrast, when we communicate from the inside out, we talk directly to the part of the brain that regulates

This is what Bethune was able to do. There are many talented executives with the ability to manage operations, but great leadership is not based solely on great operational ability. Leading is not the same as being the leader. Being the leader means you hold the highest rank, either by earning it, good fortune or navigating internal politics.

Loyalty among employees is when they turn down more money or benefits to continue working at the same company. Loyalty to a company trumps pay and benefits.

Without managed trust, people will show up to do their jobs and they will worry primarily about themselves. This is the root of office politics—people acting within the system for self-gain often at the expense of others, even the company. If a company doesn’t manage trust, then those working for it will not trust the company, and self-interest