A colleague shared this with our marketing team at EnerNOC last week with a plea to take the 15 minutes to watch it or re-watch it. Simon Sinek is a published author who got his start helping himself and then his friends “find their why.”

He talks about the golden circle: with “Why” in the middle, then “How” then “What” forming an outer ring.

As Simon describes it, “everyone knows what they do, many people know how, but very few know why”. Normally, we go from the outside in, starting with what is clearest: the what, and working our way from there.

Simon argues that leaders and leading organizations do the opposite: they start with the why.  What’s your purpose, cause of belief? Why do you do what you do and why should anyone care?

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