" In a popular TED talk and book, Simon Sinek argues that if we want to inspire people, we should start with why. If we communicate the vision behind our ideas, the purpose guiding our products, people will flock to us. This is excellent advice—and when you’re doing something original that challenges the status quo, you have to be careful about how you communicate your why. "

― Adam M. Grant , Originals: How Non-Conformists Move the World