The limbic brain also controls behaviour, which means that if your customers resonate with your WHY they’re more likely to actually take action to buy from you. That’s because as Sinek demonstrates in his book Start With Why: How Great Leaders Inspire Everyone To Take Action the WHY taps into the part of our brain that’s wired for emotion and for meaning the limbic brain.

We all know which business we trust most. It’s often a subtle difference, but we can all feel it. It also helped me to understand the world of difference between those businesses with a strong WHY and those that simply exist to make money. It helped to rally a new generation of purpose-driven entrepreneurs who want to make their business a force for good. I believe this concept helped to kick-start a revolution. I especially love the section from 2:08 to 4:28 minutes where Simon explains the way Apple communicates and why it’s not only the opposite to the way most organisations operate, but why it’s made them one of the most successful brands in the world. (If you haven’t seen it yet, you can watch it above) Are you one of the many millions of viewers who’ve watched Simon Sinek’s TED talk on how great leaders inspire action?

Start with Why free