Start with Why by Simon Sinek

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“Price always costs something. The question is, how much are you willing to pay for the money you make?”

“In any circumstance in which a person or organisation wants more than single transaction, however, if there is a hope for a loyal, lasting relationship, manipulations do not help.”

“People don’t buy WHAT you do, they buy WHY you do it. ”

“It is the cause represented by the company, brand, product or person that inspires loyalty.”

“Our desire to belong is so great that we will go to great lengths and do irrational things and often spend money to get that feeling.”

“The art of our brain that controls our feelings has no capacity for language.”

“It’s a false assumption that differentiation happens in HOW and WHAT you do.”

“You have to earn trust by communicating and demonstrating that you share the same values and beliefs. You have to talk about your WHY and prove it with WHAT you do.”

“Great companies don’t hire skilled people and motivate them, they hire already motivated people and inspire them.”

“The goal of business then should not be to simply sell to anyone who wants what you have – the majority – but rather to find people who believe what you believe.”

“Energy motivates but charisma inspires.”