we trust familiarity over experience with something quite important - Simon Sinek

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.

People are either motivated or they are not. Unless you give motivated people something to believe in, something bigger than their job to work toward, they will motivate themselves to find a new job and you'll be stuck with whoever's left.

The example starts to prove that people don't buy WHAT you do, they buy WHY you do it. It's worth repeating: people don't buy WHAT you do, they buy WHY you do it.