A destination without a route leads to meandering and inefficiency. A route without a destination, however, may be efficient but to what end? - Simon Sinek

When you start with WHY, those who believe what you believe are drawn to you for very personal reasons. It is those who share your values and beliefs, not the quality of your products, that will cause the system to tip.

WHATs are products, services and job functions we perform. HOWs are values, guiding principles and actions that make us stand out. The WHY defines what the organization stands for—it is the collective purpose, cause or belief.

Perusahaan yang memiliki perasaan MENGAPA yang jelas akan cenderung mengabaikan pesaing, sedangkan perusahaan yang tidak memiliki perasaan yang jelas tentang MENGAPA nya hanya terobsesi dengan apa yang dilakukan oleh orang lain.