Check out Simon Sinick’s TED Talk (recommended by Derrick Holt). ===. Why is it that Apple, The Wright Brothers, etc were the innovators of their time despite all of the competition?. The Golden Circle. Why?. How?. What?. Every organization on the planet knows what they do. Some know how they do it. Few know why they do it. What is your purpose, your cause, your belief?. The best innovators don't think from What --> How --> Why? They think from Why --> How --> What?. Why? Apple. We believe in challenging the status quo. We believe in thinking differently. How? Apple. Simple to use. User friendly. What? Apple. It's a computer. People do not buy what you do they buy why you do it. The goal is not to do business with everyone who needs what you do. The goal is to do business with people who believe what you believe. The human brain correlates perfectly with the golden circle. The Wright Brothers succeeded when nobody else did because they had a belief they could change the course of the world if they succeeded. We can change the course of the world if Twos succeeds. Believe this like nothing else. Work for it every day. It is real. It is powerful. It is the best place to write things down.. If we talk about what we believe, it will attract people that believe what we believe. Parker is an innovator, I am an early adopter. We are seeing much more early adopters come on board and the system will tip at 15-18% of market penetration. . We have to determine what that market is and try to get it to tip. . People do what they believe to satisfy their belief of themselves. People wait in line for iPhones because they believe in the mission and want to be first. . Great example for a failure of selling what instead of why: TiVo. Great example for success of selling why instead of what: MLK's speech on capital hill. I have a dream speech, not I have a plan speech. We follow those who lead because we want to, not because we have to. People who start with their why have the ability to inspire people around them.