The Golden Circle

Interesting.  Simon Sinek (with think tank RAND Corporation) discusses his model, "The Golden Circle" (I think Charlie the Unicorn has seen it) - his belief that organizations (and people) need to do a better job of emphasizing WHY they do the things they do.  He draws on examples like Apple, the Wright brothers and Martin Luther King, Jr.  It makes a lot of sense.  If you want to convince people of something, you need to appeal to their emotion.  It all Starts With Why.