Why does work from a neuroscientific perspective? Sinek ties the model directly to the structure of the human brain.
To achieve mass-market success (the Early Majority and beyond), you must first capture the Early Adopters. The only way to gain the trust of the Early Adopters is to communicate your Why . If you only market your "What" (features/price), the Early Adopters ignore you. They are waiting for a cause to believe in. The Golden Circle -English-
Organizations driven by the "Why" are playing an infinite game. They attract people who believe what they believe, and those people will work harder, innovate faster, and remain loyal longer. Why does work from a neuroscientific perspective