Anthropologist and author Simon Sinek discusses how great leaders inspire, arguing that vision – not process – should lead in business ventures. “People don’t buy what you do,” he says. “They buy why you do it.” His cites the innovative ways Apple markets and sells its products, how the Wright Brothers became the first to take flight, and how Martin Luther King, Jr. inspired and led the civil rights movement (the famous speech was called “I Have a Dream,” after all – not “I Have a Plan”).
To capture your audience, whether in business, art, non-profits, or politics, you must first show them how the world would be better through what you offer. Show them the vision, the why, and then make a killer product/system/event to fulfill that vision.