This an amazing TED Talk from Simon Sinek.
Simon Sinek has a simple but powerful model for inspirational leadership — starting with a golden circle and the question “Why?” His examples include Martin Luther King, and the Wright brothers …
You will discover how this is important to communicate from inside out, starting from “why” you do things before talking about the “how” and “what” you are doing as company or leader.
People don’t buy “what” you do but “why” you do it.
Md Consulting 
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