Why is more than just a word.

It’s a powerful concept. Very few people can clearly articulate why they do what they do, but those who can are more likely to get people to buy into them and become followers. 

Purpose goes beyond opinion. It is rooted in our biology. What we do is driven by our neocortex, the area of the brain responsible for our higher order thinking skills. How and why we do it resides in our limbic brain. This area of the brain is responsible for our feelings, like trust and loyalty.

When we identify our personal why, we tap into what really drives us.

People have a natural desire to belong, we actively seek our people who share our why.

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