How you anything is how you do everything - Simon Sinek

He knew that if he wanted to build a real, lasting success, people had to win not for him, not for the shareholders and not even for the customer. For the success to last the employees of Continental had to want to win for themselves.

Success is a team sport.

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.