A few days ago one of my Twitter friends — Steve Herbert (@steveenjoyslife) — introduced me to Simon Sinek’s presentation titled ” How Great Leaders Inspire Action.” In this (inspired) video, Sinek explores what he calls the “golden circle” — in his own words, the world’s simplest idea.

The crux of the formula? People don’t buy what you do (create, produce, advocate, etc.); they buy why you do it.

Put another way — people buy the reason you do what you do.

For everyone wanting to market a product or service, inspire a course of action, lead a team, or instigate change, Apple, Dr. Martin Luther King and the Wright brothers are poignant illustrations that what inspires action is not “what”, but “why.”

Take 19 minutes to watch this video.  You will be encouraged…and inspired to action.