Great leaders get traction FAST by appealing to why their audience should act a certain way, buy a certain product, or use a certain service. It is the difference for many between success and failure.
Great business leaders have being doing this for years, but have always found it hard to articulate.
Click the image for an 18-minute video from Simon Sinek, who gives the best explanation I have ever heard.
Start with WHY and finish first!,