Sinek describes how our brains are hard-wired to follow those who believe what we believe. It is this connection which inspires others to take action, not because of what we're doing, but why we're doing it.
In the business world, great companies rally around leaders with big visions. Steve Jobs said he wanted to "put a ding in the universe" and go to bed each night saying "we've done something wonderful." Instagram set out "to change the way we see the world." These purpose-driven statements call on something more than just what the product is, or how it's made. They drive action through inspiration.
Sinek points out that Dr. Martin Luther King, Jr., gave the "I have a dream" speech, not the "I have a plan" speech.
People don't buy what you do, they buy why you do it.
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