How great leaders inspire action: WHY.
Adam Rifkin stashed this in #inspiration
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The plural of Why is Wise.
See what I did there?
WHAT is from the outer part of the brain; it is rational and analytical.
HOW and WHY are from the limbic part of the brain: They're emotional, instinctual, and don't have language. "It just doesn't feel right" comes not from your soul but from this part of the brain.
People don't buy WHAT you do; they buy WHY you do it.
What you do serves as the proof of what you believe.
Hire people who believe what you believe in.
Be driven by a cause, to change the course of the world.
Diffusion of innovation follows the believers. Believers do it for themselves.
Those who lead, inspire us: it's "I have a dream" not "I have a plan".
And a dream begins with WHY.
Why does your organization exist?
Why do you get out of bed in the morning?
Why should anyone care?
People don't buy WHAT you do; they buy WHY you do it.
The goal is to buy things from people who believe what you believe.
Example: Debeers and how they made diamonds popular. They didn't advertise their objective/brand, they advertised the IDEA of a diamond being forever; the idea of a diamond being used to woo a potential fiancee.
Read more: http://pandawhale.com/convo/8037/why-we-cant-solve-big-problems-mit-technology-review
4:43 PM Jun 28 2012