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A brief introduction to Simon Sinek's "Golden Circle" is available at:

The full talk is available at:

The general idea is working from the outside-in, answer the questions:
What we do?
How we do it?
Why we do it?

"What" being part of the neocortex while "How" and "Why" are in the limbic system. With "Why we do it" being the most important. Not a focus on "to make money" but more about purpose, cause, belief. Profit is a side effect of focusing on the why. Around 15:45 into the TED talk he gives the great example of Martin Luther King. "He didn't go around telling people what needed to change in America. He went around and told people what he believed." He closes with "those who lead inspire us."