Sublime

there.

people don’t buy WHAT you do, they buy WHY you do it.

There are only two ways to influence human behavior: you can manipulate it or you can inspire it.

the

When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for good reason. Manipulations work.

The leader sitting at the top of the organization is the inspiration, the symbol of the reason we do what we do.

So the logic follows, the goal is not to hire people who simply have a skill set you need, the goal is to hire people who believe what you believe.

Their genius came from figuring out why some people were such good fits and then developing systems to find more of them.

more than their job.