Everyone knows what we do.
I can tell you what I do.
You can tell me what you do.
Some of us know how we do it
The things that make us stand out
or distinguish us from our competition.
But very few people can clearly articulate
why they do what they do.
That purpose, cause or belief that underlies our work
when we are passionate.
(src: Video: Simon Sinek on leadership, and finding your calling)