Have you ever think about why some people become more successful than others? Let me give an example: Apple come to be more innovative year by year than their competitors, when they are just computer-company which have same access, talent, agency and media. We can also see that Wright brothers who just owned bicycle workshop, invented flight rather than other who had better qualification and appropriate financial resources.
Simon Sinek discover a theory that he called "Golden Circle" after three and half years of discovery. The theory explain that great and inspire leader act, think and communicate the exact same way which different from others. Golden circle consist of three layer of circles. "What" in the outer circle which means what to do, and then "How" in the middle circle which means how someone do something, and after that "Why" is in the center of the circle which means why someone do something which picture their purpose or believe. It can be explained that most people absolutely know what to do but just some people know how to do something and even more just a few people who know why they do something. One interesting point is average people act, think and communicate from outside to inside the circle but Inspire people take opposite.
People do not buy what you do, because there is a million other people who do what you do or even do much better than you. But they rather buy it because why you do it, your purpose or believe. When you have people who believe what you believe, they would do not do something for you but for their-selves. Those who start with "Why" (purpose or believe) have ability to inspire people around them or to find others who inspire them.
-- this is my first attempt, hope someone can help me :)