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Monthly Archives: December 2012


Start With the WHY

Sinek’s approach to business is far from cynical.  His concept “Start with the WHY” permeates the business environment and has direct application in leadership,  marketing, customer acquisition, hiring, retention, inspiration, customer service, et cetera.  I initially encountered his 20 minute Ted talk below, which intrigued me to read his book Start with the Why: How Great Leaders Inspire Everyone.  If you are particularly drawn in by the video, you can reference my ‘Key Concepts’ from the book after the jump.


1. People don’t buy WHAT you do, they buy WHY you do it.

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Patagonia: Common Threads Initiative

Yvon Chouinard needs an “e” in his name and he’s got all the vowels covered.  Seriously though, Patagonia has engaged a CSR platform and been “green” well before the words became trite and categorized as marketing. Patagonia’s Common Threads Initiative is a concise embodiment of a brand that is consistently true to it’s core values and had reaped long-term, sustainable success because of it.  Chouinard’s book “Let My People Go Surfing” details the growth of his company Patagonia and the underlying foundations of their values and approach to business.  I have a forthcoming blog post about the book in more detail, so sit tight.

“Join us! We will be citizens and ambassadors, each with a destiny of our own, but with a common pledge to honor life and nature”

Thanks for watching,

Tyler Elick