Start With Why by Simon Sinek

• Thinking inside out (starting with why), not outside in (starting with what.) Communicate the why as it fosters a sense of belonging.
• The goal is to do business with people who believe what you believe.
• People don't buy what you do, they buy why you do it. What you do simply proves what you believe.
• Excited employees and customers who believe in your cause are the most powerful resources an organization can have.
• Financial incentives or punishments do not motivate people on a deep and emotional level.
• Customer manipulation may work in the short term, but it doesn't foster trust and is ultimately counterproductive.
• The Golden Circle consists of three concentric circles, The what is the outer layer, the how is the middle layer, and the why is the core.
• Making a profit is a result of the what and the how, not the why.
• The Law of Diffusion on innovation breaks down to 2.5% innovators, 13.5% early adapters, 34% early majority, 34% late majority and 16% laggards. If you want mass-market success, you have to achieve a 15-18% tipping point.
• The early majority won't accept something until early adopters have tried it and accepted, and you won't get early adapters until they believe in what you have.