“People don’t buy what you do; they buy why you do it.”
In 2009, Simon Sinek unleashed one of the most powerful ideas in marketing. This idea would become the defining theme in marketing for the next decade, and Sinek managed to capture it not just in many pithy one-liners but also in the simple, three-word title of his book: Start With Why.
In Sinek’s TED talk — at 50 million views the third-most viewed of all time — he explains that the greatest, most inspiring companies and individuals communicate from the inside out. Rather than telling us what they do and how they do it, they first tell us why they do what they do.
And just like that, the cat was out of the bag.
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