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.
Simon SinekCommunication is not about speaking what we think. Communication is about ensuring others hear what we mean.
Simon SinekI'd rather play in the major leagues and have some bad games than play consistently good ball in the minors.
Simon Sinek