If you haven’t seen Simon Sinek’s TEDx talk How great leaders inspire action or if it’s been a while since you have, do yourself a favour and watch it.

Sinek’s key message is that people don’t buy what you do, they buy why you do it. He says, “The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”

This doesn’t only apply to organisations; it also applies to you as an individual leader. 

It’s easy to talk about what you do, or your plan for what you and your team are going to do. It’s much harder to know and to talk about why you do it.

It means you have to make it personal. You have to do some searching through your own beliefs and experiences to understand why your work matters to you. And then you have to go out on a limb and tell other people about it.

his is not an easy thing to do, but it's what makes all the difference in building trust and inspiring meaningful change — with your team, your colleagues, and your customers.