Purpose and why

In yesterday’s post about Steve Jobs as master creator, I referred to the purpose of Apple.

This might be his most enduring creation ever. A purpose for an organisation that enables it to keep creating long after his mortal demise. Imagine that, a creation that creates even after the creator is gone.

Simon Sinek explains in this TED Talk how Jobs did that by starting with why.

His golden circle observation is so frighteningly obvious, yet so hard to grasp, let alone permeate through an organisation.



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