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.

KEY CONCEPTS

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

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