Leadership requires two things: a vision of the world that does not yet exist and the ability to communicate it. - Simon Sinek

[M]ost companies have no clue why their customers are their customers. If companies don't know why their customers are their customers, odds are good that they don't know why their employers are their employers, either.

MENGAPA bukan lahir dari riset pasar, bukan datang dari wawancara dengan pelanggan atau bahkan pegawai. MENGAPA datang dari melihat ke arah yang sebaliknya dari mana kita berada di saat ini. Menemukan MENGAPA adalah suatu proses penemuan, bukan penciptaan.

A story about tens of thousands of people struck down by their own military as they stood up for something noble does not have the same emotional impact on us as the story of one person does.