Start With Why

Simon Sinek framing/book https://simonsinek.com/books/start-with-why

Start with Why: How Great Leaders Inspire Everyone to Take Action is a 2009 book... The book starts with comparing the two main ways to influence human behaviour: manipulation and inspiration. Sinek argues that inspiration is the more powerful and sustainable of the two. The book primarily discusses the significance of leadership and purpose to succeed in life and business. Sinek highlights the importance of taking the risk and going against the status-quo to find solutions to global problems (Grand Challenges). https://en.wikipedia.org/wiki/Start_with_Why