About Simon Sinek:
Simon O. Sinek is an author best known for popularizing the concept of "the golden circle" and to "Start With Why", described by TED as "a simple but powerful model for inspirational leadership all starting with a golden circle and the question "Why?"'. He joined the RAND Corporation in 2010 as an adjunct staff member, where he advises on matters of military innovation and planning. His first TEDx Talk on "How Great Leaders Inspire Action" is the 3rd most viewed video on TED.com. His 2009 book on the same subject, Start With Why: How Great Leaders Inspire Everyone to Take Action (2009) delves into what he says is a naturally occurring pattern, grounded in the biology of human decision-making, that explains why we are inspired by some people, leaders, messages and organizations over others.
People don't buy what you do; they buy why you do it. And what you do simply proves what you believe
Simon SinekDirections are instructions given to explain how. Direction is a vision offered to explain why.
Simon SinekThere is no decision that we can make that doesn't come with some sort of balance or sacrifice.
Simon Sinek