This Ted Talk video featuring Simon Sinek…the author of the book “Start with Why:  How Great Leaders Inspire everyone to take Action” is truly worth 18 minutes of your time.  Simon’s model, called The Golden Circle, proposes that “people don’t buy what you do, they buy why you do it”.   We’ve used the model to help facilitate our client’s in finding their “why” to strengthen their Brand Positioning.

For a related article, check out “The 18-Minute Presentation”