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.

Listening is not understanding the words of the question asked, listening is understanding why the question was asked in the first place.

Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief - WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?

Customers will never love a company until its employees love it first.

We call them leaders because they go first, because they take the risk before anybody else does, because they will choose to sacrifice so their people will be safe and protected.

If someone's performance is down we do not say, 'Hey pick up your things here.' We do not yell and scream at them, we say, 'Are you okay?' The idea of putting our financials goal aside for one minute to express empathy for the human being for that work and saying, 'Are you okay?' That is part of the sacrifice.

We have no choice, we must all die. How we live, however, is entirely of our choosing.