And that’s what trust is. We don’t just trust people to obey the rules, we also trust that they know when to break them. - Simon Sinek

Studies show that over 80 percent of Americans do not have their dream job. If more knew how to build organizations that inspire, we could live in a world in which that statistic was the reverse - a world in which over 80 percent of people loved their jobs. People who love going to work are more productive and more creative. They go home happier and have happier families. They treat their colleagues and clients and customers better. Inspired employees make for stronger companies and stronger economies.

The only way people will know what you believe is by the things you say and do, and if you're not consistent in the things you say and do, no one will know what you believe.

This is the basis for the false assumption that price or features matter more than they do. Those things matter, they provide us the tangible things we can point to to rationalize our decision-making, but they don't set the course and they don't inspire behavior.