Companies with a strong sense of WHY are able to inspire their employees. - Simon Sinek

As we explained earlier, HOWs must be actions because they are the things you do to bring your WHY to life. Traits and attributes, such as "honesty," or adjectives, such as "determined," are not actions. We turn themes into HOWs by making them actionable.

However, trust is not built by pressure or force, trust is built by acting in a way consistent with one's values, especially when it's least expected. Trust is built when we do the right thing, especially when we aren't forced to.

Great organizations not only excite the human spirit, they inspire people to take part in helping to advance the cause without needing to pay them or incentivize them in any particular way.