The goal is to do business with people who believe what you believe from "summary" of Start with why by Simon Sinek
The goal is to do business with people who believe what you believe. When we are surrounded by those who believe what we believe, something remarkable happens. Trust emerges. Not only trust in each other, but more importantly, trust in ourselves. The trust we have in our colleagues reinforces our own beliefs. We feel more confident standing up for what we believe, not only because we know others believe what we believe, but also because we believe in them. This is how culture is created. It is created through the relationships we have with the people around us. When we trust those with whom we work, we are more willing to take risks, to experiment, and to explore. We are not afraid of making mistakes, because we know we will be supported and encouraged by our colleagues. We are more likely to share our ideas, because we know they will be heard and respected. On the flip side, when we are surrounded by those who do not believe what we believe, we feel insecure. We are constantly second-guessing ourselves, wondering if we are doing the right thing. We are afraid to speak up, afraid to take risks, afraid to be ourselves. In such an environment, trust is scarce. Without trust, there can be no real collaboration, no real innovation, no real success. This is why it is so important to do business with people who believe what you believe. When you share the same values, the same vision, the same purpose, you create a culture of trust and collaboration. You create an environment where people feel safe to be themselves, to take risks, to innovate. And when people feel safe, when they trust each other and believe in each other, amazing things can happen. They can achieve the impossible.
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