Simon Sinek is the marketing consulted who developed an inspirational model called the Golden Circle. The Golden Circle is visualized by three rings: the what (outer ring), the how (middle ring), and the why (inner ring). An average company works from the outside in, while a truly inspirational and successful company starts with why. Their ‘why’ is not money, but rather why they are in their business to begin with and why they get up in the morning. Profits are just a result. Sinek says, people do not buy what you do, they buy why you do it.
Sinek even shows why people are draw to this from a biological perspective. The talk covers a lot of ground, so it is suggested you watch it in its entirety, because it is also truly inspiring.