People don’t buy what you do; people buy why you do it.

Source: "How Great Leaders Inspire Action." TEDxPuget Sound. Sep. 2009. Conference Presentation. Additional Information: This quote, from the TEDTalk "How Great Leaders Inspire Action," is the main thesis behind Simon Sinek's book Start With Why. It means that whether in business or other venues, people follow those whose core values resonate with them. In this TEDTalk, Sinek uses the example of Apple. He says that while most companies just say what they do and how they do it, this does not inspire people to buy products. Apple, on the other hand, is different, because they communicate the "why" of their business: they believe in challenging the status quo and thinking differently. This "why," rather than the particulars of the products themselves, is why people feel comfortable buying Apple products, says Sinek. Watch the full TEDTalk here: Simon Sinek - How Great Leaders Inspire Action

“How Great Leaders Inspire Action.” TEDxPuget Sound. Sep. 2009. Conference Presentation.