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There are only two ways to influence human behavior: you can manipulate it or you can inspire it.

Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief - WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?

People don\\u2019t buy WHAT you do, they buy WHY you do it.

We are drawn to leaders and organizations that are good at communicating what they believe. Their ability to make us feel like we belong, to make us feel special, safe and not alone is part of what gives them the ability to inspire us.

For values or guiding principles to be truly effective they have to be verbs. It\\u2019s not \\u201cintegrity,\\u201d it\\u2019s \\u201calways do the right thing.\\u201d It\\u2019s not \\u201cinnovation,\\u201d it\\u2019s \\u201clook at the problem from a different angle.\\u201d Articulating our values as verbs gives us a clear idea - we have a clear idea of how to act in any situation.

Happy employees ensure happy customers. And happy customers ensure happy shareholders\\u2014in that order.

Leading is not the same as being the leader. Being the leader means you hold the highest rank, either by earning it, good fortune or navigating internal politics. Leading, however, means that others willingly follow you\\u2014not because they have to, not because they are paid to, but because they want to.

You don\\u2019t hire for skills, you hire for attitude. You can always teach skills.

Great companies don\\u2019t hire skilled people and motivate them, they hire already motivated people and inspire them. People are either motivated or they are not. Unless you give motivated people something to believe in, something bigger than their job to work toward, they will motivate themselves to find a new job and you\\u2019ll be stuck with whoever\\u2019s left.

Trust is maintained when values and beliefs are actively managed. If companies do not actively work to keep clarity, discipline and consistency in balance, then trust starts to break down.

All organizations start with WHY, but only the great ones keep their WHY clear year after year.

Simon Sinek,