We spent a lot of time searching for the Why before Tenzing. In many ways it’s our inspiration, as it defines our purpose. Simon Sinek’s Ted Talk is amazingly simple and powerful. He uses the effective and emotional analogies of Apple’s positioning and communication to illustrate his points; it becomes increasingly clear why we all love Apple. Simon Sinek’s other key book is Leaders Eat Last, another cracker.

Take a look at the site here and make sure you follow the twitter accounts @simonsinek.