The leaders of great organizations do not see people as a commodity to be managed to help grow the money. They see the money as the commodity to be m… - Simon Sinek

A business that makes nothing but money is a poor kind of business.

Our WHY is our purpose, cause or belief—the driving force behind everything we do. Our HOWs are the actions we take when we are at our natural best to bring our WHY to life. Our WHATs are the tangible manifestation of our WHY, the actual work we do every day.

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.