How great leaders inspire action, by Simon Sinek.
In his speech, Sinek made a point, that every successful leader used the same method to think, or communicate. the way is complete different than normal company’s thinking. The way that normal company think is from what, how, and why. As normal company’s advertisement, they usually introduce their product, then is to show how does the product work, or what feature does the product have.
However, great leader’s way to think is a complete reverse. They start at why they make the product, and then how they do it, lastly what are they doing. As their advertisement, they will talk more about what they believe, rather than what they where doing. most importantly, people are not buying for what you do, they buy for why you do it.