This TED talk changed the way I look at Information Architecture, Online Marketing, and Business in general. Starting with the why is important, because when you talk about what you believe you will attract those that believe in what you believe. “People don’t buy what you do, but why you do it.”

From the Information Architecture point of view his Golden Circle completely innovated how I create interesting things online. Rather than Business strategy being the start the business why is the start.

“Simon Sinek: How great leaders inspire action” is a part 1 of 11 talks at TED.