Everyone knows WHAT they're doing … no exceptions … and most know HOW they're doing it … but few know WHY they're doing it! Simon Sinek argues that people make emotional decision to buy or follow someone only because they BELIEVE what YOU believe … which is all about WHY you're doing it … NOT what or how you're doing it.
Watch his provocative video from the TED conference and see if you're clear about WHY you're in business. Do your customers understand this? Does this provide the foundation for your relationship with them? If not, how can you go deeper to create that connection?