When you start with why, which decision you make becomes very easy. It is so hard to do when you may suffer a short term loss or you may lose out on some short term gain. But in the long run it's way more powerful and way more stable.

Leaders don't look for recognition from others, leaders look for others to recognize.

What I thought I developed all of those years ago was a pattern to understand communication.

I couldn't understand why my productivity went down when I had deliberately made more time available to write. Then I realized it was because I wasn't flying as much.

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.

All organizations start with WHY, but only the great ones keep their WHY clear year after year. Those who forget WHY they were founded show up to the race every day to outdo someone else instead of to outdo themselves. The pursuit, for those who lose sight of WHY they are running the race, is for the medal or to beat someone else.

We don’t do business with companies. We do business with people.