One of my favourite business video, by Simon Sinek – “Start with Why”. This truth is applicable to sales, marketing, persuasion, vision, brand, and leadership. It’s what drive behaviour, and where decisions come from.
In my humble opinion, if I may add to what Simon says, if you can figure out your “why”, everything is easier. If you can’t explain your “why” to your grandmother or your eight-year-old, then you probably don’t really understand it.