The Why is the new How is the new What - Simon Sinek about core inspiration
http://www.flickr.com/photos/bertmeert/4655965644/
Simon Sinek about why it's important to convey your business message in explaining what you're aiming at (apart from money making) and what you're driven by, so to say what you're inspired by. Great listening and watching!
The best part is when he tells about his Why-How-What-Circle example about Apple computers:
First, the bad "non-why" way:
We make great computers. They are beautifully designed, simple to use and user-friendly. Wanna buy one?
Now, the better "why" version:
Everything we do, we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. Wanna buy one?
As there was once a time (probably in the 1990s) when the plain information was important (the what) the way it shifted (probably three years ago) was to how the information was conveyed. So, there's this new shift explaining why you do what and how you do it. Obviously, this takes more time but the effect is light years away from the conventional addressing.
- Think about it.