Simon Sinek: How to Build a Company That People Want to Work For

• The organisation. The reason a company exists goes far beyond the product or service and is what keeps the inspiration alive. People can be passionate about the different aspects of business, such as customer service instead of the product itself.
• The individual. When we reach adulthood, our why's are fully formed. The rest of our careers offer us opportunities to bring that purpose to life. When we do something that we are not passionate about, we have to work harder at it.

The CEO's responsibility is to spread the cause, not just sell the product. So all the people that join the company understand that they're joining a social movement. 

For example, the people who work for Apple really think they will change the world. Steve Jobs believed in power to the people, that this technology could empower people to stand up. It was not about the product; it was always about the people. The technology was simply a means to an end.

Leadership is a practicable skill. Unfortunately, most MBA programs don't really teach leadership. They call it leadership, but it is actually management.

Leadership is a change in mindset. In leadership, we go through this transition where we are no longer responsible for the results; we become responsible for the people who are responsible for the results.

There is a huge difference between being an entrepreneur and a small business owner. Not all small business owners are entrepreneurs. Some entrepreneurs own huge businesses, like Richard Branson, who owns 300 companies worth billions of dollars.

A small business owner owns a small business.

An entrepreneur is a problem solver.