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The real act of discovery consists not in finding new lands but in seeing with new eyes. Marcel Proust

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How great leaders inspire action

In this TED Talk, Simon Sinek briefly explains why and how to bring forth an organization’s purpose.

Author(s): Simon Sinek

Publisher: TED.com

Date of publication: 2010

Read this article on the website www.TED.com


Simon Sinek found fame with his two books Start with Why and Find your Why. In the first, he observed that a majority of companies define themselves by what they do—namely their products or services. Yet the author believes it would be preferable to express why they do it. He observes that companies that claim a clear purpose perform better in the long run than their competitors, being more attractive to their customers and employees. In his second book, he offered a method to help bring forth an organization’s purpose. His TED Talk How great leaders inspire action condenses this topic into a few minutes. An excellent introduction to the matter, which can always be complemented by reading the books for more details.

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