Assumptions, you see, even when based on sound research, can lead us astray. - Simon Sinek

Don't forget that a WHY is just a belief, HOWs are the actions we take to realize that belief and WHATs are the results of those actions.

when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives.

if we're starting with the wrong questions, if we don't understand the cause, then even the right answers will always steer us wrong . . . eventually. The truth, you see, is always revealed . . . eventually.