Why?

Why are some people and organizations more innovative than others? Why do some command greater loyalty from customers and employees? Even among the successful, why are so few able to repeat their successes, over and over?

Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. Why is not money or profit-- those are always results. Why helps you define the reason you do everything you do, your mission and your vision.

WHY does your organization exist?
WHY does it do the things it does?
WHY do customers really buy from your company or another?
WHY are employees loyal to some leaders, but not others?

From "Start with Why: How Great Leaders Inspire Everyone to Take Action", by Simon Sinek