The secret of leadership: communicating purpose

This powerful presentation by Simon Sinek shows something way too often overlooked by companies in their communication: purpose is king.
Most commercial communication falls within one of these two categories: emotional or functional.
You either appeal to your prospect’s emotions or to her rationality. Unsurprisingly, our brains are hardwired to prioritize emotions. So when we tell someone that our product is great because it’s cheaper, faster and better built, it may or may not work. But by framing our communication as “we believe in x, this is why we do y and we do it this way”, we are taking a shortcut in our interlocutor’s mind.
A must-see.

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