How do you explain when things don't go as we assume? Or better, how do you explain when others are able to achieve things that seem to defy all of the assumptions? For example: Why is Apple so innovative? Year after year, after year, they're more innovative than all their compet...

In the summer of 1963, 250,000 people showed up on the mall in Washington to hear Dr. King speak. They sent out no invitations, and there was no website to check the date. How do you do that? Well, Dr. King didn't go around telling people what needed to change in America. He went around and told ...

Here's how Apple actually communicates.

"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 computer...

Why would we use that verb, it doesn't "feel" right? Because the part of the brain that controls decision-making doesn't control language. The best we can muster up is, "I don't know. It just doesn't feel right." Or sometimes you say you're leading with your heart or soul. I hate...

But if you don't know why you do what you do, and people respond to why you do what you do, then you will never get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do.

There are leaders and there are those who lead. Leaders hold a position of power or authority, but those who lead inspire us. Whether they're individuals or organizations, we follow those who lead, not because we have to, but because we want to. We foll...

If you look at a cross-section of the human brain, from the top down, the human brain is actually broken into three major components that correlate perfectly with the golden circle. Our newest brain, our Homo sapiens brain, the neocortex, corresponds with the "what" level. The ne...

By "why," Simon Sinek means: What's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? As a result, the way we think, we act, the way we communicate is from the o...

If Apple were like everyone else, a marketing message from them might sound like this: 

"We make great computers. They're beautifully designed, simple to use and user friendly. Want to buy one?" 

"Meh."

That's how most of us communicate. That's how most...

In other words, when we communicate from the outside in, yes, people can understand vast amounts of complicated information like features and benefits and facts and figures.

It just doesn't drive behaviour.

When we can communicate from the inside...

But why is it important to attract those who believe what you believe? Something called the law of diffusion of innovation, if you don't know the law, you know the terminology. The first 2.5% of our population are our innovators. The next 13.5% of our population are our e...

There were people who stood in line for six hours to buy an iPhone when they first came out, when you could have bought one off the shelf the next week. They didn't do it because the technology was so great; they did it for themselves. They did it because they wanted to be first. They did...

As it turns out, there's a pattern. 

As it turns out, all the great inspiring leaders and organizations in the world, whether it's Apple, or Martin Luther King, they all think, act and communicate the exact same way. And it's the complete opposite t...