WHAT corresponds to the neo-cortex, the "newest" part of our brain, which is responsible for rational, analytical thought and language. - Simon Sinek

The newest area of the brain, our Homo sapien brain, is the neocortex, which corresponds with the WHAT level. The neocortex is responsible for rational and analytical thought and language.

If an individual or organization hopes to assume the responsibility of leadership—a responsibility that is given, not taken—then they must think, act, and speak in a way that inspires people to follow.

There are many ways to motivate people to do things, but loyalty comes from the ability to inspire people. Only when the WHY is clear and when people believe what you believe can a true loyal relationship develop.