In hearing Simon Sinek TED talk on How Great Leaders Inspire Action, he explains what differentiates what distinguishes normal people from inspiring leaders. His theory, Golden Circle explains how most people think about what they are doing, how they are doing it and lastly consider why they are doing what they are doing. Inspiring leaders/companies function differently focusing first on why they do what they do, establishing a belief or purpose, then figuring out how they will carry out this belief and lastly what they will do.
-Great inspiration leaders begin with (why) purpose and belief then follow with how they will achieve it and what they will do. Most individuals start with what they are doing, how they are doing it then lastly consider why they are doing it.
-Neocortex brain associated with the what, the clearest most obvious part if Golden Circle, responsible for language and rationalizing things
-Limbic brain associated with How and Why of the Golden Circle, responsible for feelings, emotions, decision making
-Law of Diffusion if you want mass market success you cannot have it until you have the 15-18% penetration before the tipping point to success