David Esposito

“WHATs are products, services and job functions we perform. HOWs are values, guiding principles and actions that make us stand out. The WHY defines what the organization stands for—it is the collective purpose, cause or belief.”
― Simon Sinek, Find Your Why: A Practical Guide to Discovering Purpose for You and Your Team

“Before we can stand out, we must first get clear on what we stand for.”
― Simon Sinek, Find Your Why: A Practical Guide to Discovering Purpose for You and Your Team

“Information is a beacon, a cudgel, an olive branch, a deterrent—all depending on who wields it and how. Information is so powerful that the assumption of information, even if the information does not actually exist, can have a sobering effect.”
― Steven D. Levitt, Freakonomics: A Rogue Economist Explores the Hidden Side of Everything

“As we explained earlier, HOWs must be actions because they are the things you do to bring your WHY to life. Traits and attributes, such as “honesty,” or adjectives, such as “determined,” are not actions. We turn themes into HOWs by making them actionable.”
― Simon Sinek, Find Your Why: A Practical Guide to Discovering Purpose for You and Your Team