Most companies can readily articulate what they do and how they do it, but great companies inspire customers to come to them.

With the competition for customer's attention increasing, knowing how to change the game from attempting to motivate a transaction to inspiring loyalty can make customer retention much easier.

Simon Sinek started as a student of anthropology and then applied his interest to understanding who great leaders lead great companies and what sets them apart from the crowd. Here, he explains how and why to start with "why".