Applauding the pioneering spirit of iconic historical figures like Martin Luther King, Jr. the Wright brothers, ethnographer Simon Sinek incites people be rebels, to “think, act and communicate” in ways that are “completely juxtaposed to everyone else.” In his talk, the author of the motivational classic Start With Why (Portfolio Trade, 2011) describes what he refers to as the “golden circle.” It is a method of communicating “from the outside in,” in such a way as to passionately talk about what you care about and deeply believe in. According to Sinek, Apple does it to great success and so can you.
