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Simon Sinek, ethnographer and leadership expert, discusses the importance of trust, authenticity, and meaning. Sinek argues that as individuals and companies, everything that we say and do is a symbol of who we are.

Trust emerges when you are surrounded by people who believe in what you believe, when we - as a group, a country, a company - share a common set of values and beliefs.

Say what you believe and you will attract the people who believe what you believe

Forget about market research focus groups and “Who should we be?”- questions.  It is only when we communicate our beliefs authentically that we can attract others to our cause, and form the bonds that will empower us to achieve truly great things. 

It’s all about people, if you don’t understand people, you don’t understand business.

100% of customers are people. 100% of clients are people. 100% of employees are people. Make it about THEM. Not about you. Putting your design, your product out there is not important. Trust is. Human interaction is needed for trust. If people trust you, they will buy your product.

Watch in full below.

Simon Sinek: If You Don't Understand People, You Don't Understand Business