This inspiring TedxPugetSound talk from Simon Sinek implores us to examine not just the things we do but why we do it. Sinek’s hypothesis is that great designers, thinkers and leaders are grounded by a strong belief or a “why” which guides their actions.

It is the “why” that customers are responding to when they become passionate advocates for your brand.

People don’t buy what you do; people buy why you do it.

Why a purpose, cause, or belief that inspires you to do what you do
How the actions we take to realise the belief
What the results of those actions