People will trust their leaders when their leaders do the things that make them feel psychologically safe. - Simon Sinek

Trust comes from being a part of a culture or organization with a common set of values and beliefs. Trust is maintained when the values and beliefs are actively managed.

A Just Cause must be: For something — affirmative and optimistic Inclusive — open to all those who would like to contribute Service oriented — for the primary benefit of others Resilient — able to endure political, technological and cultural change Idealistic — big, bold and ultimately unachievable

When we align emotionally with our customers and clients, our connection is much stronger and more meaningful than any affiliation based on features and benefits. That's what starting with WHY is all about.