1. People buy a 'why,' not a 'what'
In one particularly fascinating TEDx presentation, author and consultant Simon Sinek talked about how great leaders inspire action in their teams. To do this, he covered many different areas; but the most significant takeaway, I felt, was the fact that when people buy into something — whether that be a basic product purchase or a team leader's vision — they buy into a "why," not a "what."
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In other words, they buy into an abstract idea, and a way of distinguishing themselves. One of Sinek's best examples was Apple's branding, which encourages consumers to "think different" and be independent by buying a computer. They aren't buying a computer for the computer itself; they're buying a computer for the idea behind it.
