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The Golden Circle: How To Inspire Action  - Australian Spinal Research Foundation
“People don’t buy what you do. People buy why you do it.” This is the statement that lies at the heart of Simon Sinek’s groundbreaking book “Start with Why: How Great Leaders Inspire Everyone to Take Action,” and his Ted Talk on the same topic. Both works are grounded in Sinek’s analyses of great leaders and commercial successes. In a world that seems flooded with messages of ‘buy this, buy that,’ Sinek provides a refreshing how-to guide on cutting through the noise. In 2006, Sinek made a discovery that profoundly changed his worldview: there was a pattern in the communication …