- Golden triangle: Why>How>What
- People by why you are doing, not what you are you doing
- The goal is to do business with people who believe what you believe
- Behaviour is drawn by Why and How not What
- Decision brain does not control language, thus explaining what does not help
- Law of diffusion and innovation
- The hardest thing is to get over the tipping point of early adopters to mass adoption
Start with Why
Original by S. Sinek, 2011![hamster writter](https://hamsternotes.com/wp-content/uploads/2023/12/hamsteremoji-e1702930658920.png)
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