If there were no trust...no one would take risks. No risks would mean no exploration, no experimentation and no advancement of the society. - Simon Sinek

If companies don't know why their customers are their customers, odds are good that they don't know why their employees are their employees either.

As we explained earlier, HOWs must be actions because they are the things you do to bring your WHY to life. Traits and attributes, such as "honesty," or adjectives, such as "determined," are not actions. We turn themes into HOWs by making them actionable.

The goal of business should not be to do business with anyone who simply wants what you have. It should be to focus on the people who believe what you believe.