When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.

The concept of why is already in the vernacular. It is now a noun. "That company doesn't know their why." "They need to learn their why." "That politician needs to understand his why." We talk about it as a noun. That never existed prior to 2009. That never existed prior to 2006 when I first started articulating it. This is the most amazing thing to me. It has now become a concept. It's part of the way we think about businesses and transactions and decisions.

It's better to do it than to talk about how perfect it could be.

Walt Disney had a very clear sense of why. He was about happiness. Remember when Disney was founded, it was during war. People said that life sucked. And he said, "No." He was an eternal optimist who said: "Life is beautiful. It's about giving. It's about family." Look what happened. His cause grew and people committed themselves to helping him grow the Disney why and it was hugely successful.

Selfish is easy. It's sharing that takes courage.

The challenge of the unknown future is so much more exciting than the stories of the accomplished past.

People don't buy what you do; they buy what you stand for.