Start with Why: How Great Leaders Inspire Everyone to Take Action

Like so many before it, the company confused innovation with novelty.

The goal of business should not be to do business with anyone who simply wants what you have. It should be to focus on the people who believe what you believe. When we are selective about doing business only with those who believe in our WHY, trust emerges.

Just because Apple’s WHY is so clear does not mean everyone is drawn to it. Some people like them and some don’t. Some people embrace them and some are repelled by them. But it cannot be denied: they stand for something. The Law of Diffusion says that only 2.5 percent of the population has an innovator mentality—they are a group of people willing t

Value, by definition, is the transference of trust. You can’t convince someone you have value, just as you can’t convince someone to trust you. You have to earn trust by communicating and demonstrating that you share the same values and beliefs.

Winning hearts, however, takes more work.

however, is because passion alone can’t cut it. For passion to survive, it needs structure. A WHY without the HOWs, passion without structure, has a very high probability of failure.

Someone who lives a healthy lifestyle and is in a habit of exercising does not respond to “six easy steps to losing weight.” It’s those who don’t have the lifestyle that are most susceptible.

track the progress and growth of WHAT they do—usually it’s money. Unfortunately, we have very poor measurements to ensure that a WHY stays clear.

The School Bus Test is a simple metaphor. If a founder or leader of an organization were to be hit by a school bus, would the organization continue to thrive at the same pace without them at the helm? So many organizations are built on the force of a single personality that their departure can cause significant disruption. The question isn’t if it

There is an old saying in the industry that 50 percent of all marketing works, the problem is, which 50 percent?