Simon Sinek

Though relatively few in number, the organizations and leaders with the natural ability to inspire us come in all shapes and sizes. They can be found in both the public and private sectors. They are in all sorts of industries—selling to consumers or to other businesses. Regardless of where they exist, they all have a disproportionate amount of influence in their industries. They have the most loyal customers and the most loyal employees. They tend to be more profitable than others in their industry. They are more innovative, and

are able to sustain all these things over the long term. Many of them change industries. Some of them even change the world.

What companies cleverly disguise as “innovation” is in fact novelty.

manipulations can drive a sale but not create loyalty,

they help a candidate get elected, but they don’t create a foundation for leadership.

There is a big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you.

Loyal customers often don’t even bother to research the competition

Manipulations Lead to Transactions, Not Loyalty

Manipulations are a perfectly valid strategy for driving a transaction, or for any behavior that is only required once or on rare occasions.

e danger of manipulations is that they work. And because manipulations work, they have become the norm, practiced by the vast majority of companies and organizations, regardless of size or industry.