Great leaders inspire. More specifically, they have an uncanny ability to communicate the “why” of their leadership that in turn creates a loyal following. In other words, they clearly communicate the purpose of their existence/mission. These leaders focus on not only sharing what and/or how they do something, but why they do it.
This principle is true in marketing as well. For example, many companies and organizations simply advertise what they do (e.g., produce cups) and/or how they do it (e.g., producing cups using recycled materials). This is all fine, but companies or organizations who desire to create a tribe around a product or cause must take it to the next level and communicate why they produce cups with recycled materials (e.g., to better our environment).
In this video presentation by Simon Sinek, author of the book “Start with Why” (2009) provides a brief synopsis of the importance of why as means of becoming effective leaders that inspire change.