Simon Sinek says he found out why some people and organizations are so inspirational. In his book, Start with Why he codifies the method for us to lead better and inspire change. He calls it the Golden Circle.

All organizations and careers function on 3 levels. What you do, How you do it and Why you do it.  The problem is, most don’t even know that Why exists.

Influential and inspirational companies like Apple starts from the 'why'. It sells you a story of why they are different. Simon argues that most companies start with a story that tells their customer what they are selling. They should instead focus on telling their customer what they believe in and stand for.

Here's a talk from Simon at TED that you should watch. If you are leader of some sort or want to inspire action and change, do NOT miss this.