People connect with the why from "summary" of Start with why by Simon Sinek
The core of every great leader, organization, or movement is the ability to inspire people to take action. This inspiration does not come from what they do or how they do it, but rather from why they do it. People are naturally drawn to those who are able to clearly articulate their purpose, cause, or belief - their "why." When we start with why, we tap into the part of the brain that controls decision-making and emotional responses, allowing us to create a deep and meaningful connection with others. When we communicate our why, we are able to attract like-minded individuals who share our values and beliefs. These individuals are not just customers or followers, but loyal advocates who are willing to go above and beyond to support our cause. By focusing on our why, we are able to create a sense of belonging and community that transcends transactions and superficial relationships. On the other hand, when we lead with what or how, we fail to create a strong connection with others. While people may be impressed by our products, services, or accomplishments, they are not inspired to take action or form a lasting bond. This is because what and how appeal to the rational part of the brain, which is limited in its ability to motivate and inspire. By starting with why, we are able to communicate our values and beliefs in a way that resonates with others on a deeper level. This emotional connection is what drives people to take action, whether it's making a purchase, joining a cause, or following a leader. When we are able to clearly articulate our why, we are able to inspire others to join us in our mission and create a better world for all.
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