How great leaders inspire action

Key notes

What to take away.

1. 01
   Start with why

   Everyone knows what they do, some know how, but very few know why: their purpose, cause or belief.

2. 02
   Inside out, not outside in

   Inspiring leaders and organisations communicate from why to how to what, the opposite of everyone else.

3. 03
   People buy why you do it

   What you do simply serves as proof of what you believe.

4. 04
   Belief brings people with you

   The Wright brothers had less money and fewer experts than their rivals, but people who shared their belief worked with blood, sweat and tears.

5. 05
   Reach the believers first

   Ideas spread to the mainstream only after early believers try them first.

6. 06
   "I have a dream", not "I have a plan"

   Martin Luther King Jr. told people what he believed, and people who believed it too made the cause their own.