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.