Simon Sinek, Ted Talk 

In Mr. Sinek's TED talk, he discusses how a business communicates to its audience and/or client, how most companies start with what they have, like a home phone, etc... but a good company or organization starts with why there doing it such as apple its an eperience and how those experiences lead to farther loyalty and achievement by the company that they would have been unable to achieve if they didnt start with a why and ended with a what his speech is mostly a marketing technic that builds the future of a company and not its current status such as the right brother MLK and so many more other notable figures in World History